Mar 17, 2025
5 MIN READ
INFLUENCER MARKETING
INFLUENCER MARKETING
5 UGC Campaigns That Went Viral (And What You Can Learn From Them)
5 UGC Campaigns That Went Viral (And What You Can Learn From Them)
5 UGC Campaigns That Went Viral (And What You Can Learn From Them)
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
This blog is about some of the best UGC campaigns, and marketers can learn from them:
Starbucks #RedCup – Starbucks turned its holiday cups into a tradition by encouraging customers to share photos. The campaign keeps evolving with digital features, driving millions of impressions annually.
Lego #RebuildTheWorld – Lego positioned itself as a creative brand, not just a toy company. The campaign inspired users to see Lego as a tool for innovation and problem-solving.
GoPro Million Dollar Challenge – GoPro rewards users for capturing stunning footage, turning customers into brand storytellers. The campaign generates thousands of submissions annually.
Airbnb Online Experiences – Airbnb adapted to travel restrictions by launching virtual experiences. The pivot kept engagement high and created new revenue streams for hosts.
Apple Shot on iPhone – Apple showcases user photos globally, proving its camera quality through real-life content. The campaign builds trust and turns customers into marketers.
Great marketing isn’t just about pushing ads—it’s about getting people to talk about your brand. And what better way to do that than letting your customers create the content for you?
UGC (user-generated content) campaigns turn real customers into brand advocates, building trust and engagement in a way no traditional ad can. Some brands have mastered this strategy, creating viral campaigns that boost visibility and strengthen their communities.
In this blog, we’ll explore five viral UGC campaigns and what made them so successful. Whether you’re looking for inspiration or practical takeaways, these UGC campaigns prove that when done right, UGC is one of the most powerful tools in marketing. Keep reading!
5 Brilliant UGC Campaigns You Can Learn From
1. Starbucks’ #RedCup Campaign
Starbucks' #RedCup campaign has been a holiday staple since 1997. What started as seasonal packaging quickly became a social media sensation. The campaign encourages customers to share their festive cups online, turning a simple coffee purchase into a widely anticipated annual event.
Over the years, Starbucks has kept it fresh. In 2011, they introduced AR features, letting customers bring their cups to life through a branded app. The 25th anniversary in 2022 featured nostalgic designs inspired by past editions. Through digital and in-store experiences, Starbucks has made the red cup a symbol of the holiday season.
Results
Their UGC strategy consistently delivers massive engagement. During the 2014 holiday season, a #RedCup image was shared every 14 seconds. This organic UGC drives earned media and keeps Starbucks at the center of festive conversations.
The anticipation builds every year, creating strong brand loyalty. Customers don’t just buy coffee—they buy into a tradition. By blending nostalgia with innovation, Starbucks has turned a simple design into a marketing force that sparks excitement, social sharing, and millions of impressions.
💡What You Can Learn From the Campaign?
Tradition sells, but only if you keep it fresh. Starbucks didn’t just slap a red cup on the counter and call it a day. They built excitement, encouraged sharing, and evolved with digital trends. Create a campaign people look forward to, make it easy to engage with, and keep the momentum going year after year.
2. Lego's #RebuildTheWorld Campaign (2019)
Lego’s #RebuildTheWorld campaign, launched in 2019, was its first global brand campaign in 30 years. Instead of focusing solely on toys, Lego positioned itself as a tool for creativity and problem-solving. The campaign featured a live-action adventure film and a series of Lego brick vignettes with socio-political messaging.
Developed over 18 months with Lego’s internal agency and French agency BETC, the campaign emphasized creativity as a valuable skill. It aimed to inspire kids and adults to think beyond traditional play and see Lego as a way to build ideas, not just structures.
Results
The campaign broadened Lego’s appeal, shifting its image from an educational toy to a creativity-driven brand. Social media engagement soared, with UGC marketing strategy playing a significant role in spreading the message.
The brand strengthened its relevance in a changing world by tying Lego to critical 21st-century skills like innovation and problem-solving. The campaign successfully reinforced Lego’s value beyond playtime, symbolizing creativity for all ages.
💡What You Can Learn From the Campaign?
Great marketing isn’t just about selling—it’s about storytelling. Lego made its product bigger than just bricks. Align your brand with something meaningful, and people will engage with it on a deeper level.
3. GoPro's Million Dollar Challenge (2019-2023)
GoPro’s Million Dollar Challenge is an annual UGC campaign that turns customers into brand storytellers. Users submit their best footage shot on GoPro cameras for a chance to win a share of $1 million. The campaign highlights the camera’s versatility while celebrating the creativity of GoPro’s global community.
Each year, the challenge runs for about 11 weeks, giving participants time to capture and submit their most stunning clips. GoPro then selects the top entries and features them in a high-energy highlight reel, showcasing the camera’s capabilities through real user experiences.
Results
The 2021 challenge saw 70 clips selected, with 61 creators receiving $16,393.44 each. Beyond the prize money, winners gained exposure as part of GoPro’s global marketing efforts. The campaign generates thousands of submissions annually, strengthening brand engagement and advocacy.
GoPro has built a thriving content ecosystem by offering a substantial incentive and putting the spotlight on real users. The challenge not only markets new camera models but also reinforces GoPro’s identity as the go-to brand for adventure and action sports.
💡What You Can Learn From the Campaign?
Give your audience a reason to create, and they will. Make your customers the heroes of your brand story, and they’ll promote it for you.
4. Airbnb's Online Experiences (2020)
In April 2020, Airbnb launched Online Experiences, a virtual extension of its in-person activities. The move responded to global travel restrictions, allowing hosts to offer live-streamed cultural, educational, and entertainment experiences. It quickly became Airbnb’s fastest-growing product, tapping into the demand for virtual connection and skill-sharing.
Popular categories included Food, Culture & History, Drink, and Wellness. Guests could learn pasta-making from Italian chefs, meditate with Buddhist monks, or explore historical sites—all from home. The campaign provided income opportunities for hosts while keeping Airbnb relevant in a world where travel had come to a halt.
Results
The initiative was a major success. Some top hosts earned nearly $500,000, and 76% of guests joined to learn something new. The Outdoor Activities category alone saw 130% growth in early 2021.
By pivoting quickly, Airbnb turned a crisis into an opportunity. The campaign kept engagement high and expanded Airbnb’s offerings beyond traditional travel. Online Experiences proved that connection and exploration don’t have to be tied to physical travel, cementing Airbnb’s place in the experience economy.
💡What You Can Learn From the Campaign?
Adaptability is everything. Airbnb didn’t wait for travel to bounce back—it reinvented itself. When consumer behavior shifts, meet them where they are, not where you wish they were.
5. Apple’s Shot on iPhone
Apple’s ‘Shot on iPhone’ campaign turns everyday users into brand ambassadors by showcasing their best iPhone-captured photos. Running alongside new iPhone releases, the campaign encourages users to share images using the hashtag #ShotoniPhone. Winning shots are featured in Apple’s global advertising, from billboards to social media.
This approach highlights the iPhone’s camera quality through real-world use. Photos can be edited with Apple’s built-in tools or third-party apps, allowing for creativity while keeping the focus on the device’s capabilities. The campaign thrives on social media, generating a steady flow of user-generated content (UGC) year-round.
Results
The campaign consistently delivers massive engagement, strengthening Apple’s brand loyalty and community. Users are motivated by the chance to showcase their work worldwide, creating a stream of high-quality content that keeps the iPhone’s camera in the spotlight.
Apple turns its customers into marketers by leveraging aspirational content and organic reach. The campaign’s success proves that authentic user-driven storytelling can be more impactful than traditional advertising.
💡What You Can Learn From the Campaign?
People trust real experiences over polished ads. By celebrating user creativity, Apple builds a brand that feels personal. Want engagement? Give your audience the spotlight.
Wrapping Up
Well-crafted and executed UGC campaigns can bring massive results for brands.
Step one to doing UGC campaigns well? Find the right UGC creators.
An influencer marketing platform can help you find UGC creators that match your target audience. impulze.ai’s search feature has filters, like location, follower size, and gender, to help you do this. If you like a creator visible on the app, you can use the ‘influencer report’ feature to see details about the location, language, and gender of the influencer’s followers.
You can use our free plan to get started.
Great marketing isn’t just about pushing ads—it’s about getting people to talk about your brand. And what better way to do that than letting your customers create the content for you?
UGC (user-generated content) campaigns turn real customers into brand advocates, building trust and engagement in a way no traditional ad can. Some brands have mastered this strategy, creating viral campaigns that boost visibility and strengthen their communities.
In this blog, we’ll explore five viral UGC campaigns and what made them so successful. Whether you’re looking for inspiration or practical takeaways, these UGC campaigns prove that when done right, UGC is one of the most powerful tools in marketing. Keep reading!
5 Brilliant UGC Campaigns You Can Learn From
1. Starbucks’ #RedCup Campaign
Starbucks' #RedCup campaign has been a holiday staple since 1997. What started as seasonal packaging quickly became a social media sensation. The campaign encourages customers to share their festive cups online, turning a simple coffee purchase into a widely anticipated annual event.
Over the years, Starbucks has kept it fresh. In 2011, they introduced AR features, letting customers bring their cups to life through a branded app. The 25th anniversary in 2022 featured nostalgic designs inspired by past editions. Through digital and in-store experiences, Starbucks has made the red cup a symbol of the holiday season.
Results
Their UGC strategy consistently delivers massive engagement. During the 2014 holiday season, a #RedCup image was shared every 14 seconds. This organic UGC drives earned media and keeps Starbucks at the center of festive conversations.
The anticipation builds every year, creating strong brand loyalty. Customers don’t just buy coffee—they buy into a tradition. By blending nostalgia with innovation, Starbucks has turned a simple design into a marketing force that sparks excitement, social sharing, and millions of impressions.
💡What You Can Learn From the Campaign?
Tradition sells, but only if you keep it fresh. Starbucks didn’t just slap a red cup on the counter and call it a day. They built excitement, encouraged sharing, and evolved with digital trends. Create a campaign people look forward to, make it easy to engage with, and keep the momentum going year after year.
2. Lego's #RebuildTheWorld Campaign (2019)
Lego’s #RebuildTheWorld campaign, launched in 2019, was its first global brand campaign in 30 years. Instead of focusing solely on toys, Lego positioned itself as a tool for creativity and problem-solving. The campaign featured a live-action adventure film and a series of Lego brick vignettes with socio-political messaging.
Developed over 18 months with Lego’s internal agency and French agency BETC, the campaign emphasized creativity as a valuable skill. It aimed to inspire kids and adults to think beyond traditional play and see Lego as a way to build ideas, not just structures.
Results
The campaign broadened Lego’s appeal, shifting its image from an educational toy to a creativity-driven brand. Social media engagement soared, with UGC marketing strategy playing a significant role in spreading the message.
The brand strengthened its relevance in a changing world by tying Lego to critical 21st-century skills like innovation and problem-solving. The campaign successfully reinforced Lego’s value beyond playtime, symbolizing creativity for all ages.
💡What You Can Learn From the Campaign?
Great marketing isn’t just about selling—it’s about storytelling. Lego made its product bigger than just bricks. Align your brand with something meaningful, and people will engage with it on a deeper level.
3. GoPro's Million Dollar Challenge (2019-2023)
GoPro’s Million Dollar Challenge is an annual UGC campaign that turns customers into brand storytellers. Users submit their best footage shot on GoPro cameras for a chance to win a share of $1 million. The campaign highlights the camera’s versatility while celebrating the creativity of GoPro’s global community.
Each year, the challenge runs for about 11 weeks, giving participants time to capture and submit their most stunning clips. GoPro then selects the top entries and features them in a high-energy highlight reel, showcasing the camera’s capabilities through real user experiences.
Results
The 2021 challenge saw 70 clips selected, with 61 creators receiving $16,393.44 each. Beyond the prize money, winners gained exposure as part of GoPro’s global marketing efforts. The campaign generates thousands of submissions annually, strengthening brand engagement and advocacy.
GoPro has built a thriving content ecosystem by offering a substantial incentive and putting the spotlight on real users. The challenge not only markets new camera models but also reinforces GoPro’s identity as the go-to brand for adventure and action sports.
💡What You Can Learn From the Campaign?
Give your audience a reason to create, and they will. Make your customers the heroes of your brand story, and they’ll promote it for you.
4. Airbnb's Online Experiences (2020)
In April 2020, Airbnb launched Online Experiences, a virtual extension of its in-person activities. The move responded to global travel restrictions, allowing hosts to offer live-streamed cultural, educational, and entertainment experiences. It quickly became Airbnb’s fastest-growing product, tapping into the demand for virtual connection and skill-sharing.
Popular categories included Food, Culture & History, Drink, and Wellness. Guests could learn pasta-making from Italian chefs, meditate with Buddhist monks, or explore historical sites—all from home. The campaign provided income opportunities for hosts while keeping Airbnb relevant in a world where travel had come to a halt.
Results
The initiative was a major success. Some top hosts earned nearly $500,000, and 76% of guests joined to learn something new. The Outdoor Activities category alone saw 130% growth in early 2021.
By pivoting quickly, Airbnb turned a crisis into an opportunity. The campaign kept engagement high and expanded Airbnb’s offerings beyond traditional travel. Online Experiences proved that connection and exploration don’t have to be tied to physical travel, cementing Airbnb’s place in the experience economy.
💡What You Can Learn From the Campaign?
Adaptability is everything. Airbnb didn’t wait for travel to bounce back—it reinvented itself. When consumer behavior shifts, meet them where they are, not where you wish they were.
5. Apple’s Shot on iPhone
Apple’s ‘Shot on iPhone’ campaign turns everyday users into brand ambassadors by showcasing their best iPhone-captured photos. Running alongside new iPhone releases, the campaign encourages users to share images using the hashtag #ShotoniPhone. Winning shots are featured in Apple’s global advertising, from billboards to social media.
This approach highlights the iPhone’s camera quality through real-world use. Photos can be edited with Apple’s built-in tools or third-party apps, allowing for creativity while keeping the focus on the device’s capabilities. The campaign thrives on social media, generating a steady flow of user-generated content (UGC) year-round.
Results
The campaign consistently delivers massive engagement, strengthening Apple’s brand loyalty and community. Users are motivated by the chance to showcase their work worldwide, creating a stream of high-quality content that keeps the iPhone’s camera in the spotlight.
Apple turns its customers into marketers by leveraging aspirational content and organic reach. The campaign’s success proves that authentic user-driven storytelling can be more impactful than traditional advertising.
💡What You Can Learn From the Campaign?
People trust real experiences over polished ads. By celebrating user creativity, Apple builds a brand that feels personal. Want engagement? Give your audience the spotlight.
Wrapping Up
Well-crafted and executed UGC campaigns can bring massive results for brands.
Step one to doing UGC campaigns well? Find the right UGC creators.
An influencer marketing platform can help you find UGC creators that match your target audience. impulze.ai’s search feature has filters, like location, follower size, and gender, to help you do this. If you like a creator visible on the app, you can use the ‘influencer report’ feature to see details about the location, language, and gender of the influencer’s followers.
You can use our free plan to get started.
Frequently Asked Questions
What are UGC campaigns?
What are UGC campaigns?
What are UGC campaigns?
What is a UGC example?
What is a UGC example?
What is a UGC example?
What is the meaning of UGC?
What is the meaning of UGC?
What is the meaning of UGC?
Do UGC creators make money?
Do UGC creators make money?
Do UGC creators make money?
Which brands use UGC ads?
Which brands use UGC ads?
Which brands use UGC ads?
How much do Instagram UGC campaigns cost?
How much do Instagram UGC campaigns cost?
How much do Instagram UGC campaigns cost?
Is impulze.ai free?
Is impulze.ai free?
Is impulze.ai free?
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