Success Case

Roccabox UGC Success Story: Twirl Interview with Emma Kirby

Learn how Roccabox used User-Generated Content (UGC) and TikTok to boost conversions and engagement in the fiercely competitive beauty industry, from the Head of Marketing, Emma Kirby.

February 9, 2024

In the fiercely competitive beauty industry, brands are constantly seeking innovative ways to connect with their audience and drive conversions. Roccabox, a popular beauty subscription service, achieved exactly that by harnessing the power of User-Generated Content (UGC) and TikTok.

Twirl had the pleasure of interview Emma Kirby(Head of Marketing for Roccabox), and discovered how they leveraged UGC to boost conversions and engagement.

The Success Story

Roccabox used UGC to promote their mystery box product on TikTok, with a focus on driving conversions. They hired two UGC creators to create unboxing videos showcasing the mystery box contents. Emma notes that although converting customers on-site from platforms like TikTok can be challenging, leveraging UGC creators helped drive successful results for their brand.

To bridge the gap between entertainment-focused TikTok content and direct purchasing intent, the UGC creators provided a tangible demonstration of what customers could expect from the mystery box, increasing the likelihood of conversion.

Demonstrating Transparency

By incorporating UGC creators in their marketing strategy, Roccabox was able to establish trust and authenticity with their target audience. UGC creators, seen as genuine customers sharing unbiased opinions and experiences, showcased real people unboxing and reviewing the mystery box. These authentic depictions allowed potential customers to relate to the content and gain confidence in the brand and its offerings.

UGC on TikTok

Leveraging UGC on TikTok engaged Roccabox's target audience effectively. UGC content tends to be more relatable and engaging, capturing the attention and interest of viewers. By tapping into a platform with a large and active user base, Roccabox increased their chances of reaching their target customers effectively.

Emma’s UGC Tips for Success:

Avoid Over-Scripting

In stressing the importance of avoiding over-scripting UGC content, Emma suggests that allowing creators to express genuine reactions and emotions enables brands to capture authenticity. In the fast-paced world of platforms like TikTok, where subconscious cues play a significant role, authenticity trumps perfection.

Authentic Alignments

When it comes to authentic alignments, Emma advises brands to carefully choose UGC creators who already align with their values and target customers. Genuine enjoyment of the product and a deep understanding of the brand's message make their content more convincing and relatable.

Immersion and Empathy

Emma suggests that marketers should try their hand at creating user-generated content themselves. This experience allows them to understand the challenges and limitations of content creation, enabling them to tailor their briefs and directions to be more effective and realistic.

Allow Creative Freedom

Highlighting the importance of giving creators creative freedom, Emma emphasises that allowing UGC creators to bring their own ideas and perspectives to the content creation process enables brands to tap into the creators' unique creativity. This approach produces more engaging and authentic content.

Emma's Conclusion

Emma Kirby concludes that UGC has become a powerful tool for Roccabox, urging more brands to embrace and experiment with UGC. She acknowledges the importance of compensating UGC creators for their work, regardless of whether they are customers or not. Emma also highlights the positive impact UGC has on building brand awareness and generating organic content. UGC creators have become influential figures within their respective niches, working with multiple brands.

Incorporating UGC into marketing strategies allows brands to reach their target audience effectively and drive successful results.

Roccabox's success story is a testament to the power of UGC, proving that when authenticity, creativity, and transparency combine, conversions and engagement thrive.

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