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Though the word “authentic” might not be the first word you’d associate with brand strategy, it is certainly the first word brands want associated with their user-generated content (UGC) campaigns. Beyond the obvious (i.e., people genuinely sharing their love for a product/service is always more compelling than something staged), authentic campaign components, be they photos, videos, or written testimonials, tend to be more popular, attracting significantly bigger audiences. In our newest video interview, L2 Research & Advisory Lead Maureen Mullen talks about which brands have been early adopters of the authentic UGC-campaign approach, and just how successful, numbers-wise, some of these campaigns have been.

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