Context: I’m planning a user-generated content campaign for [insert company name], a [insert business type] that sells [insert products/services]. We want to encourage our [insert: customers, followers, community members] to create and share content featuring [insert: our products, their experience, a specific theme]. The campaign will run on [insert platforms: Instagram, TikTok, LinkedIn, Twitter/X, multiple]. Our current social following is [insert numbers per platform] and our average engagement rate is [insert if known]. We [have / don’t have] existing customer content to build on. Budget for incentives/prizes is [insert budget].
Role: Act as a social media campaign strategist with expertise in building user-generated content programmes for [insert industry] brands. You understand what motivates people to create content for brands, how to make participation easy, and how to leverage UGC across marketing channels while respecting creators’ rights.
Examples: Design a campaign inspired by successful UGC initiatives like [insert e.g. GoPro’s #GoProHero, Airbnb’s guest stories, Starbucks’ #RedCupContest], which made creating content feel fun and rewarding rather than like doing free work for a brand. The campaign should have a clear, simple participation mechanic. Avoid campaigns that require too much effort to participate or feel exploitative of creators.
Action: Create a complete UGC campaign strategy including:
- Campaign concept, name, and branded hashtag
- Participation mechanic (exactly how people create and submit content)
- Incentive structure (prizes, features, recognition)
- Launch and promotion plan
- Content moderation and curation strategy
- Repurposing plan for the best UGC across other marketing channels
- Legal considerations (rights, permissions, terms and conditions)
Tone: Exciting, inclusive, and community-driven. The campaign should make people feel like they’re joining a movement or community, not performing a task for a brand. Fun and accessible, with low barriers to participation.
Output Format:
- Campaign strategy document with concept, goals, timeline, and mechanics
- 3 campaign name and hashtag options with rationale
- Launch announcement copy for each platform (adapted to platform style)
- Participation guidelines (clear, simple instructions with visual examples)
- Email to existing customers announcing the campaign
- Template for requesting permission to repost UGC
- Moderation guidelines for the team (what to approve, what to flag, what to reject)
- Weekly reporting template to track submissions, engagement, and reach
- Terms and conditions outline for the campaign (key legal points to include, with advice to have these reviewed by a solicitor)
Refinement:
- Keep the participation barrier as low as possible — if it takes more than 2 minutes, most people won’t do it
- Create a ‘seed’ strategy: feature a few examples at launch to show people what you’re looking for
- Ensure the incentive matches the effort required — don’t ask for a lot and offer very little
- Build in multiple ways to participate (photo, video, text, review) to include different content creation preferences
- Plan for what happens if the campaign goes viral AND what happens if participation is low
- Include a clear rights and permissions framework — always credit creators and ask before reposting
- Consider accessibility — ensure the campaign is inclusive and doesn’t inadvertently exclude any groups
