How Tennis benefits from UGC | Case study

Colombian brand, Tennis has seen a monthly average of 192K impressions of UGC thanks to its engaging content created by social media users. Read on to uncover exactly how the brand’s collaboration with Flowbox has benefitted their promising marketing strategy.

Numbers

The Story

Tennis is a Colombian clothing brand with more than 40 years of experience in national and international markets. The brand has always wanted to project a youthful image that goes beyond a specific age group itself, trying to reach an audience with a fun and youthful spirit.

Their product range covers many different fashion styles, from beachy to sporty, rustic, to urban. There is one key commonality at the heart of the brand; the projection of a fun, fresh, and carefree lifestyle.

Challenge

The brand was seeking a content format that would be highly engaging to users and make a more honest impression than standard photos of models. Traditional forms of marketing can boast glamorous imagery but come with less social proof that demonstrates the product’s authenticity.

Unlike some fashion brands that have an ‘omnichannel marketing strategy’, Tennis relies on more than one social media channel. For example, everything the brand posts on Instagram is also automatically posted on Facebook. However, their overall strategy focuses on utilizing Facebook more for other aspects of their eCommerce.

Tennis’ content marketing efforts are focused on Instagram as it’s an abundant source of User Generated Content just waiting to be used. Furthermore, Instagram is a very visual platform, and users share content featuring themselves wearing certain brands of clothing and accessories constantly.

Solution

As is often the case with fashion brands, Tennis wanted to engage consumers in a way that was relatable yet aspirational. The decision to take advantage of User Generated Content was a wise decision as it has inspired consumers to share their experiences of using Tennis products.

“I really think UGC is very valuable. People get excited when they see the photos and want to see other ways of styling products, like this person, wore this dress with boots, for example. In the end, it is a great way to see how to use the products.”

Lina María Botero, Ecommerce Leader at Tennis

Tennis can collect social media content through the hashtags that their consumers have added to their posts. Adopting a User Generated Content platform, and therefore automating the process of content collection, helps to build momentum within their organic customer community.

“I also think that a lot of times people want to be featured with this type of content as well, which then motivates them to post their photo and tag the brand. This is positive for both types of user, both the one who wants to appear in the photos and the one who sees the photos of someone else and is then interested in our products.”

Lina María Botero,Ecommerce Leader at Tennis

Using Flowbox allows Tennis to reap the benefits of UGC while at the same time collecting quantifiable data over time. In the future, they are interested in obtaining a much broader range of figures that can be used to inform marketing solutions in their strategy.

Results