How MANOLA benefits from UGC | Case study

MANOLA is a Barcelona-based luxury athleisure wear brand that has instituted a robust social media community of like-minded women with the help of UGC. Follow on to uncover everything you need to know about their User Generated Content journey.

Numbers

The Story

MANOLA is a Spanish brand that creates sustainable sportswear. Their clothes are designed in Barcelona and manufactured in Europe. The brand describes itself as a movement whose goal is to put the happiness and well-being of its community first.

MANOLA positions itself as a brand that creates clothes for modern, confident, active, and elegant women who value being comfortable. The MANOLA style can be described as classic, luxurious, fashionable, and functional.

Challenge

MANOLA is a brand that prioritizes fostering a positive sense of community, and naturally, an efficient way to incorporate their community onto their site whilst increasing engagement was hugely appealing to them. They, therefore, decided that integrating User Generated Content into their marketing strategy was the perfect way to rise to the challenge.

“We attach great importance to our community and wanted them to appear on the platform. Basically, because UGC gives other people a lot of confidence to see how other girls look in MANOLA, not only to go to the gym but for their day-to-day or to do any type of activity.”

Jorge Hostalet, Co-Founder & CEO at MANOLA

Solution

Working with our User Generated Content platform has allowed MANOLA to deepen the level of trust between the brand and their customer and created an environment where MANOLA customers are interacting with one another. 

“What we want from our community is that they interact with each other. The fact that a potential customer can see the product that they want to buy being worn by an everyday consumer, generates a lot of confidence, since not only the models are wearing it, but also customers who have previous trusted us and are so happy with the products that they have decided to upload a photo and tag us.”

Jorge Hostalet, Co-Founder & CEO at MANOLA

Not only has MANOLA seen the positive effect that UGC can have on the level of community interaction around their brand, but they have also seen benefits from an analytical standpoint.

Social proof, the psychological phenomenon by which people are more likely to imitate the behavior of others has been proven to increase conversions. The positive correlation between social proof and conversion is something that MANOLA can attest to. The brand’s integration with Flowbox has meant that they have an ongoing source of social proof on their site that leads to tangible eCommerce results. 

“The main impact we have seen from UGC is that the conversion rate has increased considerably. When consumers see a person like themselves on the product pages, they see themselves reflected in the garment and that is not something that we tell them to feel, but rather it is something that the customer experiences for themselves. This generates a lot of trust and therefore we consider UGC to be a key piece of the puzzle.”

Jorge Hostalet, Co-Founder & CEO at MANOLA

Results