Successful UGC Ad Examples: 4 E-Commerce Stores Leading With Successful User-Generated Content Ads

4 E-Commerce Stores Leading With Successful User-Generated Content (UGC) Ads

Exploring the power of user-generated content in e-commerce, we’ve gathered insights from CEOs and marketing experts. From Glossier’s authentic UGC that builds trust to Gymshark’s community UGC that inspires loyalty, here are five exemplary stores that these professionals admire for their successful UGC ads.

  • Glossier: Authentic UGC Builds Trust
  • Aerie and Article: Authenticity Drives Engagement
  • Summer Fridays: Curated UGC Enhances Brand
  • Gymshark: Community UGC Inspires Loyalty


Glossier: Authentic UGC Builds Trust

Glossier stands out for me as a prime example of successful UGC ads. They brilliantly leverage real customer testimonials and photos, creating authentic and relatable content. This approach not only builds trust but also fosters a strong community around their brand. 


The genuine enthusiasm from actual users makes their marketing incredibly compelling and effective, driving engagement and sales.


Gregory Rozdeba, CEO, Dundas Life


Aerie and Article: Authenticity Drives Engagement

One of my favorite e-commerce stores for referencing successful UGC ads is Aerie. Their #AerieREAL campaign stands out as exemplary because it emphasizes authenticity and body positivity by using unretouched photos of real customers wearing their products. This approach not only resonated deeply with their audience but also built a strong community around the brand. The campaign led to a significant increase in engagement on social media, boosted customer loyalty, and improved overall brand perception.


Another great example is Article, an online furniture brand that uses UGC to showcase how customers style their furniture in their own homes. By featuring these authentic customer photos on their product pages and in a shoppable inspiration gallery, Article increased site engagement and lowered bounce rates. This strategy provided potential buyers with real-life context, making it easier for them to visualize the products in their own spaces, thereby enhancing the shopping experience and driving conversions.


For any e-commerce business looking to replicate such success, I recommend encouraging customers to share their experiences with branded hashtags and running contests or giveaways to generate more UGC. Additionally, integrating these authentic customer stories into your marketing strategy, whether through social media, product pages, or email campaigns, can significantly enhance customer engagement and trust.


Andries de Villiers, Founder, Titan BattleGear


Summer Fridays: Curated UGC Enhances Brand

My go-to reference for stellar user-generated content (UGC) ads is Summer Fridays. This skincare brand has mastered the art of incorporating authentic customer photos and videos into their marketing strategy, creating a sense of community and trust that resonates with their audience.


What I find most impressive about Summer Fridays’ approach is their ability to seamlessly blend UGC into their overall brand aesthetic. They don’t just repost any old photo or video; they curate content that aligns with their minimalist, sun-soaked vibe. This creates a cohesive look and feel across their social media channels and website, making it clear that UGC is an integral part of their brand identity.


Another aspect I admire is their focus on highlighting diverse customers and experiences. They don’t just feature picture-perfect influencers; they showcase real people using their products in their everyday lives. This authenticity is incredibly appealing to consumers who are tired of seeing overly polished and unrealistic advertising.


Alex Cornici, Director of Marketing, Awesome Hibachi


Gymshark: Community UGC Inspires Loyalty

Gymshark really nails user-generated content. They showcase real people, not just models or flashy ads. You see fitness influencers and everyday gym-goers wearing their gear, which makes the brand feel more relatable and inspiring. This approach creates a strong sense of community and even motivates people to join in.


One key strategy they use is encouraging customers to share workout routines and progress with branded hashtags like #Gymshark. It keeps the content rolling in and makes customers feel like they’re part of something bigger. This sense of belonging can be incredibly powerful for brand loyalty. Gymshark’s UGC ads are a real win because they turn customers into brand ambassadors without it feeling forced.


Connor Butterworth, CEO & Owner, Southwestern Rugs Depot

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