12 Best UGC Campaign Examples to Steal in 2026

Every brand case study makes UGC look easy. Run a hashtag contest, watch the submissions roll in. But when you actually try it, you post the call to action and hear nothing back.

I’ve watched that pattern play out dozens of times. The campaigns that work all share one thing: a specific tactic that lowers the barrier to participation.

Here are 12 UGC campaigns that actually got people to participate, and what you can steal from each one.

UGC Campaign Examples at a Glance

Campaign	Brand	Platform	Type	Key Result
#ShotoniPhone	Apple	Instagram, Billboards	Photo challenge	31M+ Instagram posts
Million Dollar Challenge	GoPro	Website, YouTube	Video contest	42,000 submissions, 77M impressions
#EyesLipsFace	e.l.f. Cosmetics	TikTok	Hashtag challenge	5.6B views, 3.5M videos
#LidFlip	Chipotle	TikTok	Video challenge	230M views, record digital sales
#RedCupContest	Starbucks	Instagram	Photo contest	302,000+ likes on single post
#DoUsAFlavor	Lays	Twitter, Website	Product co-creation	$1M prize, massive social engagement
Crash the Super Bowl	Doritos	Website, TV	Video contest	5,000+ annual submissions, 35% sales lift
Glossier UGC	Glossier	Instagram	Community reposts	70% of sales from peer referrals
#WanderlustContest	National Geographic	Instagram	Photo contest	Thousands of entries, Yosemite trip prize
#AerieREAL	Aerie	Instagram	Cause-driven UGC	251,801 submissions, charity donation
#TrivagoFaves	Trivago	Instagram	Photo contest	37,000+ video views on launch post
#AldisBarHunt	Aldi	Facebook	Photo contest	11,000 comments, 12,000 reactions

Best UGC Campaign Examples You Can Steal

1. Apple: #ShotoniPhone Photo Challenge

Apple’s #ShotoniPhone campaign is the gold standard for UGC at scale. Launched in 2015, Apple invited iPhone users to share their best photos on Instagram with the hashtag #ShotoniPhone. The best submissions appeared on billboards, print ads, and Apple’s own social channels.

The hashtag has now accumulated over 31 million Instagram posts. The campaign generated an estimated 6.5 billion media impressions and was mentioned by about 24,000 opinion leaders across the web. It also won a Cannes Lion Grand Prix for Outdoor.

What made this UGC campaign work was the reward structure.

Apple didn’t offer cash prizes. Instead, the incentive was creative recognition, having your photo featured on a billboard in a major city. That appeals to a different motivation than money, and it attracted genuinely talented photographers who produced content Apple could use in real advertising.

The campaign also doubled as a product demo. Every submission proved the iPhone camera’s quality without Apple saying a word about specs or features.

Steal this: You don’t need cash prizes to motivate UGC submissions. Feature the best entries on your website, social channels, or email newsletter. Creative recognition can be more motivating than a gift card, especially if your audience values visibility.

2. GoPro: Million Dollar Challenge Video Contest

GoPro’s Million Dollar Challenge invited customers to submit their best video clips captured on a new GoPro camera. The prize pool was $1 million, split equally among the winners. In one round, 55 creators from 21 countries each received $18,181.

The campaign pulled in over 42,000 submissions from 170 countries. GoPro compiled the winning clips into a highlight reel that drove 77 million impressions and 15.3 million organic views across social channels.

People who visited the Million Dollar Challenge page on GoPro’s site converted at nearly 3x the normal rate, generating about 25,000 transactions.

The tactic that made this work was tying the UGC contest directly to a product launch. Participants had to use the newest GoPro camera to enter, which meant every submission was also a product demo. GoPro got a library of high-quality content and drove hardware sales at the same time.

Steal this: If you sell a physical or digital product, require participants to use it as part of their entry. You get authentic product demos while building a content library you can repurpose in ads and on your website.

3. e.l.f. Cosmetics: #EyesLipsFace TikTok Challenge

e.l.f. Cosmetics created an original song called “Eyes. Lips. Face.” and launched a TikTok hashtag challenge asking users to show off their makeup looks. The campaign hit 1 billion views in just six days, making it the fastest TikTok campaign ever to reach that milestone at the time.

By the end, the #EyesLipsFace hashtag attracted over 3.5 million user-generated videos and 5.6 billion total views. The original song hit #4 on Spotify and was added to about 300,000 playlists. Even celebrities like Lizzo, Ellen, and Reese Witherspoon participated without being paid.

The specific tactic here was creating original, catchy audio. On TikTok, sound drives participation more than visuals do.

By giving users a song that was fun to lip-sync and create with, e.l.f. removed the creative barrier that stops most people from making content. The song did the heavy lifting.

Steal this: If you’re running a UGC challenge on TikTok or Reels, audio matters more than the visual prompt. A catchy sound, trending audio, or simple beat gives people a starting point that makes participation feel easy rather than effortful.

4. Chipotle: #LidFlip TikTok Challenge

Chipotle partnered with YouTuber David Dobrik to launch the #ChipotleLidFlip challenge on TikTok. The challenge was inspired by a Chipotle employee’s viral clip of flipping a burrito bowl lid shut in one smooth motion. Users had to recreate the trick and share their attempts.

In the first six days, 110,000 videos were submitted with 104 million views. Within a month, the challenge hit 230 million views. It also drove record-breaking digital sales and app downloads, proving that a TikTok UGC challenge can directly move revenue, not just vanity metrics.

The winning tactic was choosing a challenge that was simple enough for anyone to attempt but difficult enough to make people want to try again. The lid flip took about five seconds and required no special equipment. That low barrier to entry is what drives volume on short-form video platforms.

Steal this: Design your UGC challenge around a single, repeatable action that takes under 10 seconds. The easier it is to attempt (and fail in a funny way), the more people will try it and share the results.

5. Starbucks: #RedCupContest Holiday Photo Challenge

Starbucks’ #RedCupContest turned a seasonal product into a UGC campaign that generated over 302,000 likes on a single Instagram post. The campaign asked fans to share creative photos featuring the iconic red Starbucks cup for a chance to win $500. Participants tagged their submissions with #RedCupContest, and 9 winners were selected.

The campaign worked because Starbucks tapped into something their customers were already doing. People photograph their Starbucks drinks constantly. By adding a branded hashtag and a small prize, Starbucks channeled existing behavior into a structured campaign that generated massive social proof.

The seasonal timing was smart, too. The red cup already had emotional associations with the holidays. The contest gave people an extra reason to share during a period when they were already posting more than usual.

Steal this: Look at what your customers are already sharing about your brand or product. Build your UGC campaign around that existing behavior rather than asking people to do something completely new. A contest that channels natural activity always outperforms one that requires new habits.

You can run a similar campaign by creating an Instagram contest using RafflePress’s Instagram giveaway template on your website and including the Upload a Photo action to collect entries.

6. Lays: #DoUsAFlavor Product Co-Creation Campaign

Lays ran the #DoUsAFlavor contest asking consumers to pitch their perfect chip flavor for a chance to win $1 million. Participants visited the Lays website, submitted their flavor idea with up to 3 ingredients, and designed the bag. Three finalists were chosen by a panel, manufactured, and sold in stores. Then customers voted for the winning flavor via Twitter, Facebook, and text.

What made this UGC campaign exceptional was the depth of involvement. Lays didn’t ask fans to post a photo and move on. They invited customers into the product development process, from ideation to design to voting. That multi-stage involvement kept participants engaged over months instead of minutes.

The $1 million prize helped, of course. But the real driver was the emotional investment. When you submit a flavor idea, you want to see it win. That personal stake turned casual participants into active advocates who promoted their own submission to friends and followers.

Steal this: Involve your audience in decisions, not just content creation. Let customers vote on a new product name, choose a design, or pick the winner of a contest. Multi-stage campaigns keep people coming back and sharing with their networks.

You can replicate a similar campaign by creating an online contest using RafflePress. Users can submit their pitch directly on your website via the 1-click entry methods.

And because everything is managed in a single giveaway dashboard, you won’t have to hunt through hundreds of social media posts to find entries. To vote for a winner, you can run a voting contest using RafflePress’s surveys and polls action.

7. Doritos: Crash the Super Bowl Video Contest

Doritos ran “Crash the Super Bowl” from 2006 to 2016, inviting fans to create their own Doritos commercials for a chance to have their ad air during the Super Bowl. Winners received up to $1 million. At its peak, the campaign pulled in over 5,000 submissions annually, and the user-submitted ads frequently outperformed agency-produced spots in USA Today’s Ad Meter rankings.

Doritos brought the contest back for Super Bowl LIX in 2025. Thousands of creators submitted entries, three finalists were posted on YouTube for fan voting, and the winning ad, “Abduction” by Dylan Bradshaw and Nate Norell, aired during the first quarter. The winner took home $1 million.

The tactic that separated this from other video contests was the stakes. Having your ad air during the most-watched broadcast in the US is a creative opportunity money can’t normally buy. That aspirational prize attracted serious filmmakers who produced genuinely entertaining content.

Steal this: When possible, offer a prize that gives the winner visibility or a platform, not just money. “Your design on our homepage for a month” or “your photo in our next email to 50,000 subscribers” can motivate higher-quality submissions than a gift card.

8. Glossier: Community-Driven Instagram UGC

Glossier built its entire marketing strategy around user-generated content. About 70% of the brand’s online sales come from peer referrals, not paid ads. The brand uses the #Glossier hashtag to collect customer photos, then reposts the best ones across its social channels.

Popular creators get invited to become brand ambassadors with unique promo codes that earn them a percentage of sales they drive. That turns customers into an ongoing sales channel.

What makes Glossier’s approach different from most UGC campaigns is that it’s not a one-time contest. It’s a permanent program. By consistently featuring customer content, Glossier trains its audience to expect that their posts might get reshared. That creates an ongoing cycle of content creation without running a new campaign every quarter.

Steal this: You don’t need a formal contest to collect UGC. Create a branded hashtag, reshare the best customer posts consistently, and consider an ambassador program that rewards your most active contributors. A persistent UGC strategy can outperform one-off campaigns over time.

9. National Geographic: #WanderlustContest Nature Photo Challenge

National Geographic’s #WanderlustContest used photography’s power to drive brand awareness and engagement. Users shared their best nature shots using the hashtag #WanderlustContest, and the winner received a 7-day photo expedition to Yosemite National Park.

Hundreds of photographers participated, generating a stream of stunning nature content that aligned perfectly with National Geographic’s brand. The campaign succeeded because the prize matched the audience’s passion. A photo expedition to Yosemite appeals specifically to nature photographers, which meant the submissions were high quality and on-brand.

The tactic was audience-prize alignment. National Geographic didn’t offer cash or a generic gift card. They offered an experience that their ideal audience would find irresistible. That self-selecting mechanism ensured every submission reinforced the brand’s identity.

Steal this: Match your prize to your audience’s passion, not their wallet. An experience or product that resonates with your ideal customer will attract higher-quality, more on-brand submissions than a generic cash prize.

10. Aerie: #AerieREAL Cause-Driven UGC Campaign

Aerie’s #AerieREAL campaign asked their audience to post unretouched swimsuit photos on Instagram using the branded hashtag. For every photo shared, Aerie donated $1 to the National Eating Disorders Association.

The campaign generated over 251,801 submissions, resulting in that amount donated to the cause. At the same time, it generated significant brand awareness on social media and reinforced Aerie’s position as a body-positive brand.

The tactic here was tying UGC to a cause that aligned with the brand’s values. The campaign wasn’t about selling swimsuits. It was about body positivity and supporting a meaningful cause. That emotional connection gave people a reason to participate that went beyond winning a prize.

Steal this: If your brand supports a cause, build your UGC campaign around it. “We’ll donate $1 for every photo shared” gives people a reason to participate that feels meaningful, and it attracts submissions from people who genuinely care about your mission. Here are some charity giveaway ideas if you’re planning something similar.

11. Trivago: #TrivagoFaves Instagram Photo Contest

Trivago ran an Instagram photo contest using their branded hashtag #TrivagoFaves. Participants shared an original photo of their favorite hotel listed on Trivago and tagged it with the hashtag. The prize was $500.

Trivago launched the contest with an Instagram video that generated over 37,000 views. More importantly, they generated a library of posts featuring their top hotel partners, effectively turning customers into unpaid promoters for their platform.

The smart tactic was making the UGC do double duty. Each submission promoted both Trivago and their hotel partners. That two-for-one value proposition can work for any business with partners, affiliates, or vendors you want to highlight.

Steal this: If you have business partners, design your UGC campaign so that every submission promotes both your brand and theirs. You get content, your partners get exposure, and participants get a prize. Everyone benefits.

12. Aldi: #AldisBarHunt DIY Photo Contest

Aldi ran a Facebook giveaway asking fans to share photos of their DIY home bars using the #AldisBarHunt hashtag. The prize was a year’s supply of shopping vouchers, and entry required liking the Facebook post and sharing a photo.

The results were strong for a single-platform UGC contest: over 11,000 comments, 1,900 shares, and 12,000 reactions. Aldi also got a library of customer photos showing their products in real homes, which they could use in future marketing.

The tactic was asking people to showcase something they’re already proud of. Fans who built home bars wanted to show them off. Aldi gave them a reason and a platform to do it. That’s easier than asking people to create something from scratch.

Steal this: Ask customers to share something they’ve already made or built using your products. People love showing off their work, and you’ll get more submissions than if you ask them to create something specifically for your campaign.

How to Create a UGC Campaign in WordPress

If you want to run your own UGC contest, RafflePress is the easiest way to do it on a WordPress site. It lets you create any giveaway campaign, including photo contests, to collect user-generated content without any technical setup.

The drag-and-drop giveaway builder includes everything you need to make your UGC campaign successful:

• Social media sharing and following
• Blog engagement actions
• Image uploads
• Refer-a-friend
• Surveys and polls for voting

It’s also light, fast, and bloat-free, helping boost engagement, traffic, and leads without slowing down your site.

Get Started with RafflePress Today!

Frequently Asked Questions About UGC Campaigns

What is the best platform for a UGC campaign?

It depends on your audience and content type. TikTok and Instagram Reels work best for short video challenges and younger audiences. Instagram is strong for photo-based UGC contests. Facebook works well for community-driven campaigns, especially if your audience skews older. For maximum control, collect submissions directly on your website using a tool like RafflePress.

How much does a UGC campaign cost?

UGC campaigns can cost anywhere from $0 to six figures, depending on scale. A small business can run a successful hashtag photo contest with a $50 gift card as the prize. Larger brands like GoPro offer $1 million prize pools. Your biggest costs are the prize, promotion (organic or paid), and the tool you use to manage entries. The content creation itself is free because your audience does it.

How do you measure UGC campaign success?

Track these metrics: number of submissions, hashtag usage and reach, engagement rate (likes, comments, shares on campaign posts), website traffic during the campaign period, and conversion rate from campaign visitors. The most important metric depends on your goal. If it’s brand awareness, track reach and impressions. If it’s sales, track conversions and revenue from campaign participants.

Do UGC campaigns work for small businesses?

Yes. You don’t need a big brand name or a massive following. Small businesses can run effective UGC campaigns with a relevant prize, a clear call to action, and a simple entry method. A local restaurant can ask customers to share photos of their meals. An online store can ask buyers to post unboxing videos. The key is making participation easy and the reward meaningful to your specific audience.

I hope these UGC campaign examples gave you ideas for running your own. The common thread across all of them is a clear, simple ask paired with a reward that matters to the target audience.

For more ideas, check out our guide to creating a viral giveaway to get more social media followers.

And don’t forget to follow us on YouTube, Twitter, and Facebook for more great tips to grow your business.