For JUNIQE, User Generated Content is a way to build its brand around a growing community of interior design and art lovers. Using UGC helps build trust and connect with their own customers. This case study also shows you how UGC can bring posters, billboards and decorative items to life.
The Situation
Founded in 2014 by three young design enthusiasts, Berlin based start-up JUNIQE quickly emerged to being Europe`s most influential lifestyle brand for curated and affordable wall art.
One of the biggest problems when it comes to selling art is that most people think that they can’t afford it anyway. As a result people don’t bother to look for art because they believe it is out of their price range. The idea behind JUNIQE was to make art accessible for everyone and this meant finding a way into Europe’s living rooms.
Following the philosophy, »Art, Everywhere« JUNIQE needed to find authentic artists who would offer their art at a reasonable price. Not only that, production costs needed to be moderate, so that products would still remain affordable.
The Challenge
Like all start-ups, JUNIQE was in need of customers to increase sales. As a start-up they were facing several challenges. Firstly, art is often anticipated to be expensive. So how do you target an audience that’s not actively thinking about buying?
Secondly, art always has a very visual component; therefore it can be difficult for customers to imagine what the piece will look like at home hanging on the wall. Thirdly, from the beginning JUNIQE didn’t have a shop or showroom, so products could only be showcased online. As a result potential customers needed to rely on their imagination regarding size, materials and so on.
The Solution
The solution to the problem was equally simple as effective – it meant giving customers an idea what the desired object would look like in their own home. For this reason JUNIQE needed to place products into similar surroundings.
Booking a location, stylist and photographer means spending a lot of money on production costs. In order to keep costs low the founders additionally decided to showcase products in their customer’s homes, which had the benefit that art felt even more approachable.
By asking customers to share photos with the branded-hashtags #juniqe and #arteverywhere the brand was curating huge amounts of User Generated Content. In order to manage the amount of content that was being created by fans, JUNIQE decided to use squarelovin, a UGC management tool that fully automatically requests image rights. And as most people are happy to become a brand ambassador, the confirmation rate lies by 87,48 %.
The Result
Within less than 5 months approximately 10.500 pictures were curated which could now be used across all channels. JUNIQE was able to increase the conversion rate by 180% and had a 33,6% higher average order value because the brand was using UGC. Besides saving money on reduced production costs, JUNIQE was creating brand awareness, strengthening customer loyalty and actually earning money with UGC.
Q&A
How important is User Generated Content for the purchase of art?
Showing how real people style our products helps us empower and inspire our customers to add a personal touch to their homes by curating exciting and affordable wall art and home accessories.
What is your main use for UGC?
We work with User Generated Content by sharing it on our social media channels, and also on our website and online magazine. For JUNIQE, UGC is a way of building our brand around a growing community of interior design and art lovers. The use of UGC helps us build trust, connect and engage with our customers.
What do you think is the biggest advantage of UGC?
Using content from our community provides imagery that is inspiring and authentic, which is something that customers and followers can relate to.
Which tasks does squarelovin take care of for you? Do we expedite your work?
With »Instashop«, Squarelovin helps us facilitate shopping straight from our Instagram feed. With »UGC Shopping« it’s easy to track who is using our hashtags and provide our customers easy access to those product selections.
Fernanda Santis | Social Media Manager | JUNIQE.com
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