How Porcelanosa Benefits from UGC | Case Study

This case study analyses Porcelanosa’s implementation and management of their User Generated Content (UGC) marketing strategy, highlighting how the Flowbox platform has optimised and organised their UGC content.

Porcelanosa has implemented user-generated content flows across multiple sections of their website, including the homepage, inspiration section, and product pages. This integration has driven a 14.07% increase in engagement rates with UGC connected to the brand’s products.

This metric demonstrates that users haven’t just viewed and interacted with this content, but have also clicked the “Buy Now” button to explore the products shown in the images.

Additionally, the group has experienced a 19.7% increase in Flowbox-assisted sales in the last quarter of 2024.

Numbers

The Story

The Porcelanosa Group is one of the world’s leading brands in ceramics, construction materials, and interior design, with a presence in 150 countries. The group has successfully adapted to the digital environment by incorporating innovative strategies that connect with their consumers.

Although they have always had high-quality studio-produced content, the brand recognised the need to complement their catalog images with a more authentic and relatable approach to strengthen customer relationships.

Thus, they decided to invest in user-generated content (UGC) to showcase how their products are used in real projects, creating a closer connection with their community.

“Years ago, we decided to incorporate a UGC strategy. We have a lot of high-quality studio material that we use in our catalog, but it doesn’t always convey the authenticity value that user-generated content has.”

Porcelanosa Communications Team

The brand aims to showcase their customers’ authentic experiences and how Porcelanosa materials integrate into their homes and projects, demonstrating confidence in their quality and functionality.

“User-generated content builds trust among potential buyers because they can see how others have chosen the brand and applied the materials in real projects.”

Porcelanosa Communications Team

The Challenge

Porcelanosa faced several challenges. They needed a tool that would allow them to automate much of the process of collecting, moderating, and requesting media rights, due to the number of brands that make up the Porcelanosa Group and the content each brand generates.

“We have centralised content collection for all 7 of the Porcelanosa Group brands, and from there we distribute the content”

Porcelanosa Communications Team

Another significant challenge for the brand was managing a high volume of user-generated content and filtering that content to ensure it met their quality standards.

“We collect a large amount of visual material, and to ensure each image aligns with our quality standards and approach, we conduct careful selection. Additionally, we prioritise the most relevant content for our strategy before requesting media rights.”

Porcelanosa Communications Team

Finally, another challenge the Porcelanosa group faces is moderating and managing all the content they receive from the seven group brands through Instagram mentions and tags on a daily basis.

“We try to filter and moderate content daily, as we receive a lot of content: around 100 new posts every day from the 7 Porcelanosa Group brands.”

Porcelanosa Communications Team

However, the team has found in Flowbox a useful and easy-to-use tool that allows them to manage all user-generated content around the 7 Porcelanosa Group brands.

“Content filtering and moderation is done internally. In this regard, the Flowbox platform makes our work much easier.”

Porcelanosa Communications Team

The Solution

Incorporating user-generated content into their marketing strategy has not only humanised the Porcelanosa brand but has also allowed consumers to identify with real product results in everyday spaces.

Active and Authentic Community

Porcelanosa has managed to foster an active and engaged community without the need for social media campaigns or contests, leveraging their brand strength.

“All our content is organic. We currently don’t implement any type of campaign or incentive to stimulate user-generated content.”

Porcelanosa Communications Team

Their strategy is based on promoting content authenticity: the brand encourages customers to tag @porcelanosa in their posts, which then requires a thorough moderation process to determine and ensure that the selected content reflects the brand’s quality and values.

However, according to the Porcelanosa communications team, the moderation process is very simple thanks to Flowbox’s tools.

“All content is automatically collected through Instagram mentions and tags thanks to the platform. We access Flowbox daily because we collect a large amount of visual material and need to filter the content carefully before making rights requests to users.”

Porcelanosa Communications Team

Porcelanosa benefits from Flowbox features such as Right Request Management, a platform tool that allows them to centralise and optimise the media rights request process, complying with guidelines from various social media platforms.

UGC on Product Pages

Another Flowbox functionality that improves the user experience on Porcelanosa’s website is the integration of UGC on their product pages. This allows consumers to find inspiration and real examples of the product directly on the page, without needing to leave it.

This strategy has generated a 14.07% increase in platform engagement rate, showing that users haven’t just viewed this content but have also actively interacted with it. In terms of engagement, they have clicked on the CTA to explore more product details.

This increase in interaction reflects greater interest and confidence in the browsing experience, translating into improved engagement and final conversion, thus driving the brand’s overall results.

New Challenges with UGC Marketing: Market Expansion and Video Content Collection
The next step in Porcelanosa’s UGC strategy with Flowbox is to expand the reach of implemented flows to other key markets.

“We have 4 active eCommerce sites: Spain, France, UK, and USA. But as soon as we can activate other markets, we will. In the near future, we’re thinking about Mexico. We also want to implement UGC flows in these markets.”

Porcelanosa Communications Team

Additionally, the brand seeks to explore new ways to integrate video content. This allows them to leverage Flowbox’s capabilities to further diversify user-generated content.

“Currently, we focus on collecting image-format content, and our next goal is to strengthen this strategy with video collection, which will allow us to convey experiences in an even more immersive and attractive way.”

Porcelanosa Communications Team

With Flowbox as a strategic partner, Porcelanosa continues to strengthen its presence in the digital environment, reaffirming its commitment to authenticity, trust, and a solid connection with its community.

The Flowbox Experience