How EVOC Benefits from UGC | Case Study

In this case study, we’ll explore how EVOC, a German outdoor sports brand specialising in products for adventure enthusiasts, integrated user-generated content (UGC) into its marketing strategy to enhance authenticity and community engagement.

EVOC decided to incorporate a UGC strategy into their eCommerce platform, social media, and email assets, which currently feature flows on their homepage, product pages, category pages and community page. Thanks to the Flowbox platform, they simplified the management and integration of their cross-channel UGC strategy.

The implementation of UGC has helped EVOC humanise their brand and provide social proof, particularly important for technical products. It allows potential customers who aren’t currently in the mountains or actively participating in outdoor sports to connect with the brand through authentic user experiences.

This approach led to hugely increased engagement rates: in the last 3 months, 83.23% were engaged with the UGC flows content (Post-Engagement per Engagement), and 11.40% clicked on the CTA button “Buy” to visit the product pages (CTA Engagement per Engagement).

The Numbers

The Story

As an outdoor sports brand, EVOC produces gear for people who are passionate about outdoor activities. The brand has built a strong community of adventurers who organically share content featuring EVOC products. Although their market can be seen as a niche, the community is very active and produces high-quality content that represents the brand authentically.

Their reputation in this market is boosted by numerous collaborations with key sports ambassadors in the industry. EVOC is also an official supplier and sponsor of the Red Bull – BORA – Hansgrohe cycling team.

EVOC has established itself as a leading brand for premium outdoor and adventure gear by combining technical innovation with durability. Whether it’s bike travel cases, backpacks, or protective gear, each product is perfectly tailored to the needs of various outdoor activities.

Whether you’re exploring mountain trails, tackling downhill runs, or embarking on cross-country adventures, EVOC’s specialised equipment provides the reliability and functionality needed for every outdoor pursuit.

The Challenge

Previously, EVOC often left user-generated content unused because they lacked a platform to showcase it to the broader community. The challenge was finding an efficient way to collect, manage, and distribute this UGC.

“We often received pictures from the community, but most of them just ended up in our inbox and didn’t have a place to be published and seen by others. So it was a great solution that we’re now able to promote and gather this content using Flowbox.”

Maxi Ortmeier, Senior Performance Marketing & E-Commerce Manager at EVOC

EVOC offers a wide range of products, and it was difficult for customers to see the less popular ones in action. This was another challenge where UGC helped tremendously, by showcasing real-life use of almost all their products, not just the bestsellers.

“About 20% of our products are top sellers, and all the others are smaller in volume, and generally you don’t see those products as often. So it’s really good to have some community pictures of them.”

Maxi Ortmeier, Senior Performance Marketing & E-Commerce Manager at EVOC

The Solution

In 2022, EVOC partnered with Flowbox to implement their UGC strategy across channels like their website, social media, and email campaigns.

Cross-Channel Integration

So far, they’ve integrated UGC flows into their e-commerce platform — homepage, product pages, category pages, community page, and email assets.

“We started with Flowbox and displayed our flows in different parts of the webshop. That was a big step and a great solution for us because we have so many products.”

Maxi Ortmeier, Senior Performance Marketing & E-Commerce Manager at EVOC

Their website serves as the main platform for displaying community content. Product-specific content is shown on individual product pages, which helps spotlight lesser-known items in their catalog. Email marketing integrates targeted UGC based on customer preferences and purchase history.

“The product page is currently the best performer. It’s at the bottom of the sales funnel, much closer to the purchase.”

Maxi Ortmeier, Senior Performance Marketing & E-Commerce Manager at EVOC

Implementing the UGC strategy across multiple channels has helped EVOC build a stronger community while enhancing the shopping experience through authentic user-generated content — resulting in measurable outcomes.

“The average order value is higher when people interact with Flowbox flows.”

Maxi Ortmeier, Senior Performance Marketing & E-Commerce Manager at EVOC

On their social media channels, EVOC also shares many collaboration posts with influencers in the industry, showcasing their products to a wider and more targeted audience. Additionally, many posts are created in partnership with their numerous sponsored professional athletes, bringing them excellent exposure and high-quality social proof.

Social Proof & Humanising the Brand

Now that EVOC has a system to showcase all their user-generated content, they can easily foster a sense of community and work toward making their brand more human. They have influencer partnerships but find customer-generated content to be even more impactful.

“I know the community flow is really helpful. It’s great to have the ability to automatically display content from our customers via their Instagram channels.”

Maxi Ortmeier, Senior Performance Marketing & E-Commerce Manager at EVOC

The integration has proven especially valuable for upselling, as customers often discover complementary products through authentic user content.

“Maybe someone wants to buy a backpack and sees that someone also has the water bottle holder for it and says: ‘Okay, I’ll add that to the cart too’. So Flowbox is a really great upselling tool.”

Maxi Ortmeier, Senior Performance Marketing & E-Commerce Manager at EVOC

The Flowbox Experience