6 Examples of Winning Video Review Campaigns

August 11, 2023

User-generated content (UGC) has emerged as a powerful force, reshaping marketing strategies across diverse industries.

From fashion to electronics, consumer goods to sports media, brands leverage UGC to engage and captivate their audiences like never before.

This article explores some of the most successful UGC video review campaigns that have revolutionized their industries, driving creativity, community, and brand loyalty to new heights.

From the Beauty Industry

Revolutionizing the beauty industry, e.l.f. launched the groundbreaking #EyesLipsFace campaign, which harnessed the power of TikTok to propel the makeup world into a new era. Recognizing the vast potential of this new platform, e.l.f. crafted an original sound that instantly captivated users.

The campaign quickly took TikTok by storm, inspiring countless users to showcase their creativity. Through many videos, users artfully displayed their makeup transformations, unveiling mesmerizing looks that wowed audiences worldwide.

Beyond being a trendsetter, #EyesLipsFace was an educational force. With each video, consumers gained more profound insights into the essence of e.l.f. and what the brand's name stood for.

The impact was phenomenal, with the campaign generating a staggering 5 million user-generated videos. Prominent figures like Ellen, Lizzo, and Jessica Alba jumped on the bandwagon too.

e.l.f. 's TikTok channel witnessed a remarkable 57 percent surge in followers during the campaign's run. The brand's unparalleled success on TikTok earned it the prestigious Shorty Award for TikTok Presence, solidifying its position as a trailblazer in the ever-evolving beauty landscape.

From the Fashion Industry

A massive success in the fashion industry was the #MetGalaChallenge in 2020. In light of the pandemic affecting the regular Met Gala festivities, Vogue challenged fans to assemble their favorite Met Gala look from the past.

With the allure of being featured on Vogue's esteemed social media platforms, the #MetGalaChallenge swiftly captured the hearts and imaginations of fashion enthusiasts across the globe. The challenge entailed curating and recreating their favorite iconic Met Gala looks from years past.

The ripple effect was excellent, as posts multiplied exponentially, showcasing the boundless creativity and passion that resonated throughout the fashion community. News outlets, renowned fashion blogs, and esteemed journalists joined in the chorus, highlighting Vogue's innovative use of User Generated Content and celebrating the extraordinary diversity of styles and interpretations.

This fun-filled and glamorous challenge not only invigorated the fashion industry during a challenging time but also showcased the immense potential of User Generated Content as a powerful tool for fostering global engagement and connection.

From the Consumer Goods Industry

Spikeball has mastered the art of leveraging user-generated content for video review campaigns. The brilliance of Spikeball's approach lies in its call to action, encouraging players to share their exhilarating moments on the court and featuring them in the brand's promotional videos.

Separating submissions into different categories, akin to the iconic "top 10 plays" format, the brand spotlights the most awe-inspiring moments, fueling the competitive spirit and desire to submit more entries to the video review campaign.

The impact has been exceptional, as Spikeball's TikTok account boasts a staggering 1.3 million followers and over 26 million likes. To put this into perspective, Spikeball's popularity on TikTok surpasses industry giants like Nike, illustrating the immeasurable value of actively involving consumers in content creation.

From the Electronics Industry

Apple's "Shot on iPhone" video review campaign is an enduring success story that began as a UGC challenge in 2015 and has become a powerful marketing strategy. 

The campaign celebrates users as creative visionaries by spotlighting the iPhone's advanced camera capabilities. The resulting flood of user-generated content, including music videos and documentaries shot entirely on iPhones, has captivated social media platforms with the trending hashtag. 

It has since generated an estimated 6.5 billion media impressions. The campaign's longevity speaks to Apple's ability to harness user-generated content to inspire a global community of visual storytellers. It exemplifies the profound impact of authentic, user-created content in forging brand loyalty and creating a sense of belonging among customers. 

Ultimately, the "Shot on iPhone" campaign transcends traditional marketing and reshapes how we perceive smartphone photography.

From Sports Media Entertainment

GoPro's exceptional success in consumer engagement comes as no surprise, thanks to its adaptive approach and commitment to creating exciting user challenges. Their brilliant #HomePro challenge launched in 2020 during the pandemic was a standout moment.

In response to the changing times, GoPro pivoted from their typical outdoor content and invited users to submit epic videos of their at-home experiences. The results were captivating: from hilariously dramatic renditions of mundane tasks to adrenaline-pumping extreme sports filmed in backyards, users demonstrated their creativity and brand loyalty.

The challenges provided financial rewards and offered enticing opportunities such as joining the GoPro team or gaining exposure on their platform.

From the Automotive Industry

Nissan's #VersaVid campaign is an unrivaled success in the automotive industry for generating widespread user-generated content. It redefined how user-generated content can drive more engagement than solely people who own the item.

The campaign's brilliance lay in its inclusivity: inviting audiences to download and print an image of the new Versa and craft stop-motion animation videos. 

The result was a burst of artistic originality and a vibrant buzz around the competition, resonating throughout social media. Nissan's #VersaVid campaign effectively raised awareness of the new model, establishing a deeper connection with its audience through shared creativity.


User-generated content has proven to be a game-changer for brands seeking authentic and engaging connections with their audiences.

By inviting users to become active participants in content creation, companies have not only unlocked a goldmine of creativity but have also fostered a sense of community among their customers. 

Every industry will see tremendous results if they leverage UGC videos. UGC campaigns continue to redefine marketing, driving unprecedented success and transforming industries for the better. 

You gave your customers quality products--now give them the opportunity to help you create more.

Get started on a UGC video review campaign with Vyrill today!

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About the Author

Katy boasts two decades in B2B technology & services, spearheading growth and brand evolution. A former Adobe marketing maven for 9 years, she’s since built growth teams for 5 tech startups that have all been acquired. With a stellar record in operational excellence and creating demand, she excels at leading successful cross-functional initiatives that enable companies to scale up.

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