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Scandinavia’s leading outdoor retailer boosts their sales and engagement with UGC in ads

outnorth

Outnorth boosted their average order value by 90% and lowered their cost per engagement by 94% by incorporating User Generated Content into their eCommerce strategies with Flowbox.

Increase in average order value

90%

Lower cost per engagement

94%

The Story

Scandinavia’s leading outdoor retailer, the Swedish company Outnorth, has been in the eCommerce business for a long time and has maintained its strong position despite tough competition. With products being sold in several European countries, and a growing online presence, investing in consumer-created content to strengthen Outnorth as a brand in social channels was a natural next step.

Challenge

With a growing eCommerce business, the marketing team at Outnorth wanted to find a smart and scalable way to create content and utilize User Generated Content in social media.

“We know that the outdoor community is very strong, they are very engaged and give each other advice around the best products, hiking trails and recipes. We wanted to take advantage of that and showcase our best customer photos to new potential customers, in order to create engagement and build our own community around Outnorth.”

Mattias Lund – Performance Marketing Manager at Outnorth

Solution

Since February 2019, Outnorth has used Flowbox’s platform for curating and managing User Generated Content, UGC. The images that are being collected in the platform are distributed and published on the website, product pages, and as both organic and sponsored posts on Facebook and Instagram via Flowbox’s Facebook ads integration.

“Previously, we haven’t been able to create visual content at a very large scale. With User Generated Content, we can save both time and resources. We’ve always been very data driven and tested different platforms and formats. We saw that UGC performed well on our website and in organic social media channels and thought that it would have a similar effect for ads too.”

Mattias Lund – Performance Marketing Manager at Outnorth

Results

Increase in average order value

90%

Lower cost per engagement

94%

The marketing team at Outnorth selects the user-generated images that are to be pushed in Outnorth’s channels, on the site and in social media. Rights requests are sent out to each content creator using smart time-saving features in Flowbox and some of the rights granted images are then used in paid ads campaigns on Facebook, using Flowbox’s Facebook ads integration.

“Things have run smoothly since the start, it’s been like a self-playing piano. We don’t have to push or activate our community very much because our customers already create a lot of great material.”

Mattias Lund – Performance Marketing Manager at Outnorth

For Outnorth, User Generated Content means getting access to unique images that are different from images used by competing resellers.

“The results from these UGC campaigns were so extraordinary that we today use UGC for nearly all of our social media campaigns. It’s only when we launch bigger sales campaigns that we use branded content. Our engagement increases a lot with UGC, we’ve seen that post reactions are almost ten times higher with UGC than when we use our own material.”

Mattias Lund – Performance Marketing Manager at Outnorth