Not fore, but five reasons why you should incorporate UGC
Sunday, July 1st, 2018
on behalf of U.S. Kids Golf European Championship
Account Executive Catriona Quinn lists five reasons why you should include UGC in your digital PR activity, with the help of some young golfing stars
I’m sure Rory McIlroy’s career probably started a bit differently to this bunch of mini golfers.
They’re skilled, they’re trained, and they’re all under the height of 5 feet. A record-breaking 700 children from all around the world recently flew into Scotland to play in Europe’s biggest junior golf tournament, and we were on hand to tee this competition up for PR success.
As part of the run up to the U.S. Kids Golf European Championship 2018, we encouraged the competitors to send in their own short videos (with the help of some smartphone-savvy parents), simply stating who they were, where they were coming from, and how excited they were for the upcoming tournament. This is known as user-generated content, or UGC.
We received almost 40 video submissions in just four weeks from kids who showed us some impressive tricks and practice shots, which we then used as shareable content to the USKG European Championship Facebook page. Simple, but effective.
I can now reveal that the final results are in, and they prove just how successful incorporating UGC into your PR plan can be. Not one of these posts was backed with paid promotion, all of the numbers are purely organic.
Here’s our top five young golf prodigies, who performed the best in video stats – because this is a competition, after all.
1. John William Burke (Ireland)
This young man was so successful, he’s already got his own post: https://www.holyroodpr.co.uk/pr-video-scores-hole-in-one/
John William Burke took Facebook by storm when he solved a Rubik’s cube in the same time it took to sink a 30 ft putt. Unsurprisingly, this was the most popular video over the four-week period:
- Views – 3,583
- Total reach – 7,005
- Engagements (likes, comments, reactions) – 316
- Total minutes viewed – 1,500
2. Lena Geier (Germany)
- Views – 3,229
- Total reach – 5,617
- Engagements – 151
- Total minutes viewed – 1,400
3. Niall Connelly (Ireland)
- Views – 2,716
- Total reach – 4,837
- Engagements – 595
- Total minutes viewed – 923
4. Lisa Coetzer (South Africa)
- Views – 2,657
- Total reach – 5,212
- Engagements – 428
- Total minutes viewed – 894
5. Parker Bonnes (Northern Ireland)
- Views – 2,612
- Total reach – 6,012
- Engagements – 240
- Total minutes viewed – 740
These top videos, alongside the rest, helped us to boost the presence of the USKG European Championship on Facebook before the competition had even begun. Posting a stream of videos helped to create a snowball effect, encouraging more and more kids to make their own as time went on.
At the beginning of May, there were 1,038 page followers, increasing to 1,345 by the 31st May. Total page likes increased too, from 992 at the start of the month, to 1,282 by the end. That was without compromising on time, budget or resources – in fact, these rising stars did most of the work for us!
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