Consumer Generated Ads: Friend or Foe?

By Tony Fannin, President, BeBranded.net

From a marketer’s point of view, what’s not to like about consumer generated ads? You get free ideas from all over the globe. They’re submitted by the very people you want to reach. And, there’s an inevitable PR halo effect that glows over the very contest which is generating new and winning concepts. Voila: Instant ad that saves on creative and production fees.

But from an advertising agency’s viewpoint, what’s to like?

First, though the ideas come free, most don’t support the overall brand messaging or fall in line with other executions across different media platforms. Second, the chosen ad tends to only reflect one voice at the expense of other interpretations. And third, the PR push you get is likely short-lived and runs the danger of overshadowing your true marketing message.

In reality only a very few Consumer Generated Ads (CGA) have worked.

Research has shown that adults 25 and under see CGAs as less trustworthy, less socially responsible, and less friendly than professionally produced ads. Those over 25 see CGAs as friendly and creative. The 25 and under crowd also sees CGAs as the marketer’s attempt at pulling the wool over their eyes by trying to be “real” much like when your dad says he’s got the “411 on your new sled.”

Here’s one CGA that backfired recently for a major consumer brand: Chevy Tahoe. The major auto maker invited ads to be made by average consumers. On a special Web site, Chevy provided soundtracks and video for users to “mix up” and then download for general viewing. But the pitch backfired when one spot slammed the SUV as a gas guzzling drain on the environment—causing more harm than good. By the time the spot was taken down, hundreds of thousands had viewed it not only on Chevy’s site but also YouTube.com.

Before you invest in CGAs, consider these points:

Look at CGAs as a dialogue, not the answer.

Allow your customers to show, tell, and sound off what they think of your brand. It also shows you how your brand interacts in their daily lives. People want to tell you what they think. Instead of filling out a generic questionnaire or survey, they can express their emotions in a way that will convey key secrets about your brand. Your goal, and the goal of your advertising agency, is to find common threads in the “conversation” that relate to the most customers—addressing their most pressing needs and desires.

Don’t let CGAs hijack your brand.

It is an easy trap to fall into. Someone creates a unique piece that is entertaining, but is a little off your brand message. Over time, this gap widens. Conflicting messages begin to surface, and before you know it—your brand has been hijacked. Having consumers interact with your brand is one thing; having them redefine it is another. Being hijacked means you’ve lost control of your company’s message.

CGAs can be part of an overall marketing strategy.

There is a place for CGAs. Be creative in incorporating them into your marketing plan. Planning how and where you will use them will let you create a unique experience for your customers and prospects. For example, CGAs can be used at an interactive display in the mall. By surrounding the environment with your agency’s crafted messages and visuals, CGAs can work into the mix to enhance the total experience of the visitor at your display.

Consumer generated ads are new and intriguing. No one really knows how to harness this newfound tactic just yet, or tap its true potential. Experimentation will be necessary. Knowing your own brand and how it may or may not fit is important. If you can turn CGA opportunities into meaningful dialogues with consumers, you will be able to gain insights and ultimately, deliver a brand your customers want.