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I’m an Influencer
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In an era where consumers are more sceptical of traditional advertising than ever before, user-generated content (UGC) has emerged as one of the most powerful tools available to online brands. Authentic photos, reviews, and stories shared by real customers carry a level of trust that no polished campaign can replicate, and savvy brands in every sector are taking notice.
This month, we want to spotlight Murwal, a Spanish consumer electronics brand that has partnered with Flowbox UGC platform to harness the power of UGC.
Read on to discover how Murwal is using UGC to build trust, inspire shoppers, and drive measurable results in one of eCommerce’s most competitive categories.
Murwal is a Spanish wireless headphones, speakers, and accessories brand offering a curated range of products designed to enhance everyday life. With a growing community of customers, the brand has built its identity around quality, innovation, and a genuine connection with the people who use their products. To bring that identity into the shopping experience, Murwal has integrated Flowbox across four key touchpoints on their website.
On the homepage, Murwal greets visitors with a dynamic UGC feed showcasing how real customers and creators use their products. It immediately builds social proof and sets a community-first tone from the very first scroll.
“At Murwal, we have worked since our early days with influencers, content creators, and lifestyle profiles who generate organic posts around the brand. Over time, we realised we had a large volume of highly valuable content that was disappearing quickly on social media and that we weren’t making the most of on our website. We were looking for a solution that would allow us to integrate all that content generated by users and influencers directly into the shopping experience, so that customers could discover how our products are really used in everyday life”.
Lucía Sánchez, CEO at Murwal
One of the most distinctive elements of Murwal’s approach is their dedicated community page: a centralised space where the brand’s UGC comes together in one immersive gallery. This type of page serves as a powerful trust-builder, giving prospective customers a window into how a wide variety of people use and enjoy Murwal products in real life. It also reinforces a sense of belonging, showing visitors that they are joining something bigger than a transaction.
Murwal also integrates UGC directly into their product pages, allowing shoppers to see authentic photos and content from real customers alongside standard product information. This real-world context reduces uncertainty, answers unspoken questions, and gives customers the confidence to click the ‘buy’ CTA.
Beyond individual product pages, Murwal has also implemented UGC on a category page. By displaying community content at the category level, the brand helps shoppers who are still exploring to discover products through the lens of real usage. A customer browsing a category of audio accessories, for example, might be inspired by seeing how another shopper has incorporated those products into their daily routine, turning passive browsing into active discovery.
“What stood out most to us about Flowbox was how easy it was to collect and organise content from different creators, as well as the visual integration with Shopify and the ability to create experiences that are closely aligned with our brand aesthetic”.
Lucía Sánchez, CEO at Murwal
The result is a shopping experience that feels less like browsing a catalogue and more like getting recommendations from people you trust.
The consumer electronics industry is a sector in which trust and access to accurate information are paramount. Products are often technical, purchases are frequently considered rather than impulsive, and the risk of buyer’s remorse feels high. Shoppers want to know: does this actually work as advertised? Will it fit into my life? Is it worth the price?
UGC answers these questions in a way that brand content simply cannot. When a customer sees another person genuinely using and enjoying a product, scepticism gives way to confidence. Murwal’s decision to build their content strategy entirely around this principle demonstrates a deep understanding of their customers’ mindset.
“Our main goals were to strengthen brand trust, provide a more visual and aspirational experience within the eCommerce store, and of course improve conversion by showcasing authentic, real content around our products.”
Lucía Sánchez, CEO at Murwal
What sets Murwal apart is the way they have built Flowbox into the heart of a content ecosystem that was already thriving. The brand has long collaborated with influencers, content creators, and lifestyle profiles who generate organic posts around their products.
By connecting their influencer marketing strategy with Flowbox, Murwal has solved that problem. Creator content now lives permanently on product pages, category pages, and the community hub, working continuously to inspire and convert long after the original post has gone. Influencer marketing generates high-quality content at the top of the funnel, and Flowbox distributes it efficiently across the entire shopping journey.
“The experience has been very positive. Thanks to Flowbox, we have been able to give much greater visibility to content generated by influencers and customers within our website, creating a much more dynamic and personal experience for the user. We are also seeing how UGC content helps not only to reinforce the brand image, but also to increase customer confidence during the purchasing process. For us, it is important to build a brand with an active community around it, and Flowbox is helping us to strengthen precisely that aspect in a very natural way.”
Lucía Sánchez, CEO at Murwal
The results speak for themselves. UGC and influencer content are now reinforcing brand image and customer confidence at every stage of the purchase process. Together, they are fuelling the kind of active, engaged community that Murwal has always set out to build.
“We also greatly valued the team’s approach and the flexibility of the platform, since it was important for us to be able to work dynamically and scale our content volume as we continue to grow and collaborate with more influencers.”
Lucía Sánchez, CEO at Murwal
Murwal’s story is a compelling demonstration of what’s possible when a brand fully commits to the power of its community.
This May, Murwal is recognised as our Flowboxer of the Month for their outstanding approach to UGC in the consumer electronics industry, a strategy that offers a clear and replicable blueprint for any brand looking to harness the authentic voice of their customers.
Explore how other consumer electronics brands are driving results with UGC, and learn how you can do the same.
Ready to let your community tell your story? Request a demo with Flowbox today and start turning your customers into your most powerful marketing asset.
