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In this case study, we explore how Sklum integrated UGC into their website using Flowbox technology, with special attention to the selection and moderation process that the brand conducts to ensure user-generated content aligns with its philosophy, values, and aesthetics.
Sklum decided to incorporate a UGC strategy into their eCommerce platform and currently features flows on their homepage, product pages, and community page. Month after month, this content generates increases in engagement rates and click-through rates on the site.
In the last six months, the brand has achieved a CTR of 16.1% (percentage of visitors who clicked on community content relative to total impressions) and a CTA CTR of 13.8% (percentage of visitors who clicked “View product” and visited the product page after clicking on community content).
CTR
16.1%
CTR CTA
13.8%
A house can be a canvas, and furniture can be a witness to the life that unfolds there. This is how they see it at Sklum, a Spanish design furniture brand whose philosophy is based on creating pieces that can inspire, excite, and transform their customers’ spaces to reflect their identity.
Sklum stands out for offering high-quality design furniture, with special attention to innovation and the latest trends. Their catalog includes sofas, chairs, tables, lamps, and decorative elements that adapt to various styles. Whatever your personality, at Sklum it’s possible to find all the elements to express it in your home.
In addition, Sklum is a strategic ally for interior designers, architects, and professionals in the hospitality and events sector, as the brand offers discounts and special advantages for design professionals who want to create spaces with personality using their products.
Both the quality of their products and their marketing strategy had fostered interactions where users uploaded their own photos or videos to social media featuring Sklum products.
When the brand shared these posts, engagement increased compared to a regular post. The Sklum team was aware of the power of User Generated Content (UGC): adding value to the brand, presenting themselves to the world in a more genuine way, and better connecting with the audience.
“We believe that UGC is organic and authentic content that builds trust in the brand.”
Oana Andrada, CMO at Sklum
Sklum partnered with Flowbox to showcase content created by their customers on their website. However, being a brand so focused on design, they had an additional challenge: maintaining the authenticity of customer-generated content shared on their website without losing the brand’s values, message, and aesthetic design.
When visiting Sklum’s website, their design and aesthetics stand out: organized and homogeneous, with a careful colour palette and elements that convey elegance and sophistication. Is it possible to ensure that user-generated content matches this essence in a spontaneous and authentic way?
No one knows the brand and its values better than those who work there. That’s why it’s important for Sklum to carefully select the content that comes in daily from their users.
While they don’t have established criteria for content moderation, their deep knowledge of the brand’s aesthetics and objectives helps them make the right selection using Flowbox’s tools.
“We recently rebranded, and since then taking care of the aesthetic aspect has become even more important to us. When selecting content, we look for approved publications that give great importance to detail.”
Mar Escrivá, Head of Communication & PR at Sklum
Through the Flowbox platform, Sklum collects content organically generated by both end consumers and other businesses (for example, design studios); additionally, they collaborate with content creators and influencers.
“One of our priorities is to take care of the aesthetics and image of the brand, so when we partner with creators, we make sure their content aligns closely with our brand. This allows us to give them a lot of freedom regarding the type of content they want to create, because by filtering them so well, we know it will be quality content.”
Mar Escrivá, Head of Communication & PR at Sklum
For Sklum, ensuring that all visual elements follow the same branding line and creating visually pleasing aesthetics is fundamental to guarantee a positive user experience.
Sklum has guaranteed their brand aesthetics while maintaining the authenticity of user-generated content.
Their results speak for themselves: their CTR of 16.1% shows that many website visitors interact with user-generated content, and of all of them, more than 13.8% click on “View product” to visit the product page. This shows that careful aesthetics impact the customer journey of an eCommerce site.
“The engagement generated by the UGC carousels is high, and the platform is giving us very good results.”
Oana Andrada, CMO at Sklum
UGC Gallery on Sklum's homepage
CTR
16.1%
CTR CTA
13.8%
All this is possible thanks to Flowbox’s tools, among which Sklum highlights the ability to create carousels with different products that make up the same collection. This allows them to connect a chair with its matching table or stool, as seen in the image. In this way, they can give visibility to the entire collection and inspire the user to make a more complete purchase within the eCommerce platform.
On the other hand, they state that the tools they use most are those related to the moderation process, which allow them to automatically request content usage authorization from users according to the parameters of platforms like Instagram, from which they obtain most of their content.
“The approval (moderation) tool is the one I use the most. Once I approve the content on the platform, I can make the request for media rights to the user in a simple way.”
Carmen Soria, Community Manager at Sklum
Media rights can be requested via comments or DM. Flowbox allows the creation of templates that respect the policies of different social media platforms and the rights request for countless content pieces without leaving the platform. This integration and automation greatly facilitate the moderators’ process, allowing them to gain efficiency in developing this routine task.
Regarding visible content, Sklum combines the automation allowed by the Flowbox platform with manual selection:
“For carousels, we let the Flowbox algorithm decide what should be shown first and what shouldn’t. However, we control the homepage carousel more exhaustively, because there we need to use the highest quality content.”
Oana Andrada, CMO at Sklum
Thanks to their UGC strategy and Flowbox tools, Sklum has created touchpoints on their website with authentic content that simultaneously feels part of the brand.
“We chose Flowbox after comparing tools, because it was something we didn’t have until then and wanted to implement. The implementation was easy, and the management is quite autonomous.”
Oana Andrada, CMO at Sklum
Sklum shows us that using content that customers create organically doesn’t mean sacrificing the aesthetics or values of the brand; on the contrary. Through a careful selection process, organic UGC can be the best ally to increase credibility, engagement, and, ultimately, brand conversions.