How Wonders benefits from UGC | Case study

Spanish footwear brand Wonders have been creating stylish shoes since 1985. Read on to find out how they bolstered their eCommerce strategy with a robust User Generated Content solution, leading to a 7.29% interaction rate with UGC.

Numbers

The Story

Wonders have centered their philosophy around having a positive impact on the community, manufacturing locally, and creating high-quality products. They pride themselves on the fact that they always take the environment into account during the manufacturing process.

The brand has an ethical production process in all stages of the shoes’ life cycle because they have a commitment to working with local suppliers. On the other hand, they use recyclable packaging and durable materials, in addition to lovingly manufacturing their products in Spain.

The authenticity of User Generated Content is something that aligns with Wonder’s values – particularly their emphasis on consumer satisfaction and forming a positive sense of community.

Challenge

The fashion world is incredibly fast-paced and social media is perhaps the most important tool in selling fashion products online. When Wonders expanded their eCommerce department, they needed a way to capture and share the best sides of social media content featuring their products. Opting for Flowbox’s User Generated Content platform was a natural choice.

“In terms of content, it is all about socials, today, the world of fashion is on social networks. All people relate to fashion, so you need a common thread that ties everything together, and I think that your platform does just that. You are on Instagram and you see it, it generates more engagement and in our case, it generates “desire”. If there is someone who follows Paula Echevarria and she wears Wonders boots, that day our sales would go up a lot.”

Francis Carbonell – Director of eCommerce at Wonders

Wonders have found that although User Generated Content has a lot of potential, not all UGC is equally as useful to their brand, so they needed a functional way to mediate content from users. They were able to solve this issue through the Flowbox’s platform, which allows them to moderate content, screening out anything offensive or anything that doesn’t unify with the image Wonders seeks to project.

“I think UGC is a good tool. It’s true that the user’s content has to be filtered because logically on the web you have a desired look and feel, a type of image that you want to project.”

Francis Carbonell – Director of eCommerce at Wonders

Wonders were after a way to grow and nourish their community, they now share both social content created by influencers and by everyday people as part of their User Generated Content approach, by doing so they strike the right balance between projecting an idealistic influencer-driven narrative and a more raw everyday consumer one.

“At the moment we mostly use content from influencers who work for us or invite us to collaborate. We are starting to work with user content because there are users who are starting to upload high-quality content. This is important since the people who buy from you are everyday people. Nowadays people like to get involved online since it generates a lot of affinity with the brand. It is a way to grow the community.”

Francis Carbonell – Director of eCommerce at Wonders

Solution

“Flowbox is a facilitator since everything is grouped in one place. That is to say, you can see what is happening on social networks when they mention you, study what interests people, see what they are publishing and use that in your eCommerce. I think the value it brings to us is that it makes things easy.”

Francis Carbonell – Director of eCommerce at Wonders

Not only has Flowbox allowed Wonders to collect high-quality User Generated Content but it has also helped them to gather an understanding of their social media audience all in one centralized location. The insights that they are able to gain from the platform help them to make decisions in eCommerce. In the future Wonders would like the platform to provide them with further analytical information which they would use to develop new data-driven opportunities in their UGC strategy.

Results