How Meller benefits from UGC | Case study

Meller integrated User Generated Content (UGC) into their Instagram Stories ads, and ran an A/B test to compare if ads showing UGC have better results than ads with branded content

Numbers

The Story

Meller is a digital watch and sunglasses brand that is focused on engaging customers online. As ads are one of their main acquisition channels, we asked Meller to participate in a User Generated Content in ads challenge – and we can’t wait to share the findings with you.

Challenge

With ads as an important component of their acquisition strategy, we challenged Meller to compare how their ads perform using professional content, or imagery created by the brand itself, versus content created by their customers.

Using Instagram stories, Meller conducted an AB test with the goal of getting users to click through to a landing page. This would give us an accurate test to see if users were more attracted by professional content or User Generated Content.

Solution

In all markets, User Generated Content was the winner with the lowest cost per landing page view in each test.

Since Meller focuses a lot of their attention and investment in their social ads, we can feel confident that this result is an accurate representation of how social ads work today. When customers see an ad featuring another user on social media, the social proof that comes with customer content peaks their interest and inspires them to click through.

“Thanks to the UGC that our community shares, we are able to rotate our ads more frequently and have a larger impact on people with a fresh and familiar brand image.”

Bosco García Puig – Head of Digital at Meller

Results