User-generated content (UGC) is fast-becoming a key creative strategy for brands seeking to drive positive brand perception and purchase behavior. UGC — or, images, videos, reviews, and testimonials created by actual product users — can be featured in mobile advertising campaigns to boost credibility and drive conversions.

Below, explore success stories of UGC mobile ad campaigns and how this emerging content strategy is driving engagement and revenue for brands.

The Value of UGC in Mobile Ad Campaigns

UGC content used in ads can be a driving force for app growth. In fact, according to EnTribe in its State of UGC 2023 Report, 83% of customers are more inclined to purchase from brands that share real customer content.

This is in sharp contrast to influencer marketing. The report found that 81% of consumers felt influencers had either no impact or a negative impact on their brand perception, while 86% of consumers trusted a brand more when it featured UGC over influencer-led campaigns.

How UGC Drives Value:

• Social Proof: Shows the brand through real users' perspectives, fostering community.

• Unique Content: Captures attention with original, non-corporate visuals that stand out in crowded feeds.

• Trust: Inspires loyalty and higher customer lifetime value (CLTV) by involving users in the brand journey.

How UGC Campaigns Perform

Data from Addict Mobile shows that UGC ads drive impressive results across various acquisition metrics:

• Photography Apps: Saw a 20% decrease in cost-per-install (CPI) and a 9% conversion increase.

• Gaming: Achieved a 3-point increase in Return on Ad Spend (ROAS).

• General Performance: UGC-based ads drive 4x higher click-through rates (CTR) and up to a 50% drop in cost-per-click (CPC).

At CRAFTSMAN+, we recently helped a budgeting app scale their user acquisition. By testing a series of UGC videos featuring various creators, we achieved a 75% reduction in cost per conversion and a competitive CPI of $3.72.

Examples of Successful UGC Mobile Game Ad Campaigns

Monopoly GO

Monopoly GO by Scopely has used UGC mobile ads to become a market leader, generating over $135 million since April 2023. Their "A Day in the Life of a Super Tycoon" ad mimics a real-world lifestyle of a billionaire, making the branding witty, playful, and highly engaging compared to standard gameplay ads.

My Talking Angela 2

This virtual pet game uses human-centered UGC to show real players interacting with their stylish virtual cats. By showing the player's perspective from an external vantage point, viewers can more easily imagine themselves playing the app.

Royal Match

This match-3 powerhouse uses UGC to highlight key benefits: no ads, free to play, and no wifi required. Notably, their ads often feature a player failing a level, which creates a psychological challenge that entices the viewer to download the game and "do it better."

Takeaways

• High Conversion: 83% of consumers are more likely to buy when real customer content is present.

• Cost Efficiency: UGC can cut cost-per-click rates by up to 50%.

• Strategic Mix: Blending UGC with professional content can boost overall engagement by up to 28%.

Ready to drive value with UGC creatives? CRAFTSMAN+ helps you harness the authenticity of user-generated content to drive conversions and build lasting trust. Request a Demo Today!