Brands Begin to Monetise Online Social Advocacy

Urban Outfitters have launched a new campaign which attempts to monetise social advocacy. through sales generated from User Generated Content (UGC). In this case, users can post photos of themselves wearing various Urban Outfitters products, which are then moderated and linked to the product page on the retailer's site.

Images like these will be displayed on the Instagram page and the product page after approval

This new tool for driving eCommerce looks exciting and is particularly relevant for my recent research on the motivations behind why consumers engage in brand-related activities. The research highlighted how users may receive 'social approval' from other peers from things such as when they upload a picture of their new purchase. Furthermore, the results also showed that users create an identity and self-presentation via their brand-related activities such as 'liking' a brand or reviewing a new product. Brands can tap into this underlying motive behind consumer engagement in brand-related activities, by facilitating it as exemplified by Urban Outfitters new campaign.

From the consumer's perspective, some may think why would people bother uploading a photo of their new Urban Outfitters product? It could be argued based on assumptions, prior research, and the results of my current thesis that drives for this activity my derive from a need to 'show off'' to others, present a desirable image of themselves to others and this can be achieved through their clothes in this instance, and perhaps a sign of loyalty to the brand. However I feel, and may be biased in saying, that the need comes from 'self' motivations, a desire for reassurance, a desire to be liked and a desire to be seen as a shopping connoisseur.

From the brand's point of view, this method could be a contemporary way of driving online and offline sales all based on that age old paradigm of Word-of-Mouth (WOM), in this case electronic Word-of Mouth (eWOM), and a pertinent advocacy from other consumers. Upon viewing a product on the retailer's website, potential customers can not only see what the product looks like on a human being (real life people as opposed to 'stick thin' models), but also see what is popular with their relevant age or social groups by seeing the images of fans using the product.

This perhaps could be argued to have a negative effect on sales, for instance if a potential customer sees an image of someone wearing their purchase and not liking what they see or not liking the actual person associated with the product. However, I am under the opinion that the images will drive sales, which can be easily measured by seeing how many consumers that click on tagged images go on to buy the product. Not only will it increase measurable sales via the aforementioned advantages, but it

is also an easy way for a brand to enhance its social engagement, creating a community of loyal fans and users of the retailer's products. A platform called Fanreel is used as the tool for this process, whereby UGC is drawn in from sources such as Instagram, Facebook, and mobile phones. This platform will look to integrate both online content, sales and consumer-based brand equity.

Brands such as Adidas and Puma have also recently attempted to gain social advocacy by offering cash for users. I am not sure if this crowdsourcing effort will have the same effect as a pure non-commercial source such as users posting images without cash rewards. Once users can see through the incentive and motive for why online advocates are using the brand, it could result in a negative image for the brand. In this way brands need to tread carefully when dealing with UGC. True affinity for brands and long term loyalty must result from an uninstigated approach, from which consumers engage and interact with the brand of their own accord and share their brand experiences without monetary incentive.

Coming back to the Urban Outfitters campaign, I will be keeping a close eye on how this performs, and hope that my research can provide further insight for brands beginning to approach the task of using brand-related UGC to drive profits and strengthen customer-based brand equity.

By Harry Sparkes

References 

• Marketingweek.co.uk. 2013. Urban Outfitters uses fans' social pics to sell clothes | News | Marketing Week. [online] Available at: http://www.marketingweek.co.uk/news/urban-outfitters-uses-fans-social-pics-to-sell-clothes/4007955.article [Accessed: 23 Sep 2013]

• Marketingweek.co.uk. 2013. Sports brands offering cash to fans to amass advocate armies | News | Marketing Week. [online] Available at: http://www.marketingweek.co.uk/news/sports-brands-offering-cash-to-fans-to-amass-advocate-armies/4007235.article [Accessed: 23 Sep 2013]

•  http://www.urbanoutfitters.com/urban/catalog/category.jsp?id=UOONYOU