Strengthening brand values within your community thanks to authentic UGC

Ternua is a sustainable outdoor clothes brand in Spain that belongs to the Ternua group. Thanks to their collections of User Generated Content, they’ve not only promoted their brand values within their community but have seen a 17.19% increase of conversion rate in their eCommerce store because of it.

Numbers

The Story

Ternua is a brand clothing and accessories brand for outdoor activities that puts sustainability at the heart of their mission. Along with their entire collection of sustainable products, they offer clothing with a unique and technical design that are complimented by fabrics and production practice that are respectful to the environment and help protect the people using them while they spend some time in the great outdoors. Within their strategy, they’ve always aimed to create a community grounded in the values of the brand. With this community of brand followers, Ternua saw an opportunity to leverage the engagement that they see on social media to strengthen their sustainability message while improving their eCommerce performance.

Challenge

With an active brand community that is happy to share content on social media featuring the brand’s products, Ternua was eager to find a way to leverage this authentic interaction. They realized that, while their products are marketed towards the overarching group of people who are interested in the outdoors, they have a few specific target audiences with more distinct outdoor interests.

In order to provide customized experiences to each target group, the brand dreamed of using images and videos created by different members of each target group to market the products. The only question that remained was how to present this content to online shoppers in a compelling way.

“From the beginning, we wanted to create a complete customer content integration that would enable our community to enjoy the UGC experience fully. We’re a sustainable outdoor brand, but inside of that concept we touch a lot of distinct targets. For example, people that are interested in sports that are more technical like rock climbing and mountaineering, as well as those that enjoy hiking in the mountains or just the use of outdoor style in the city. We’ve made use of the Flowbox Collections so that each target can find the User Generated Content that best fits and tells the story of their specific outdoor passion.”

Asier Balza – Digital Marketing Manager at Ternua Group

Solution

Thanks to the Flowbox Collections tool, Ternua is able to collect social content generated by users and integrate it into their eCommerce store into customized Collections galleries. With this content, customers can see Ternua products “in real life” through the images of Ternua clients wearing their clothing and accessories based on their own interests.

“Flowbox Collections allow us to offer quality content adapted and filtered to the interests of each target. Right now, we have more than 1,100 active photos that include our own photos as well as client photos in the mountains. Classifying them into categories allows us to combine all of this content in a simple way to be consumed by shoppers. Thanks to this integration, we’ve been able to improve the experience with photos that can help inspire the purchase of clothing for your favorite mountain sport. And this helps increase our conversion rate. In fact, the users that have interacted with UGC is 3X more than those that have not. In summary, without Collections only a small part of our content library would reach our customers, bringing with it a consequent loss of business.”

Asier Balza – Digital Marketing Manager at Ternua Group

This authentic content featuring their products helps the brand elevate their online shopping journey, while building an even stronger community rooted in the principles of the brand.

Plus, the Collections allow shoppers to see that the brand understands their specific experience, creating a more personal and compelling shopping journey. This, in turn, helps them to achieve their mission of creating a more sustainable planet by leveraging this message within their marketing efforts.

“Thanks to UGC, we’ve managed to encourage the community to participate in our values and passion for nature in a respectful and sustainable way. Last year, we launched a photo contest linked to the Alta Ruta using the Flowbox technology. In collaboration with Bujaruelo Refuge, we asked the participants of the route to share photos with #tualtarutaternua. Ternua product kits and vouchers were given to the best submissions and a landing page was made to display all of the images. The experience was such a success last year that this year we just launched the contest again with another initiative #planetguardians. UGC is a great resource to work hand-in-hand with our community towards a better planet.”

Asier Balza – Digital Marketing Manager at Ternua Group

Results