How Brands Shine With Customer Driven Content

In today’s marketing world, the hottest trend isn’t a flashy ad or a celebrity endorsement—it’s customer driven content. More and more brands are turning to their own audiences for creative, authentic, and relatable storytelling. Unlike traditional marketing, consumer generated content fosters trust, social proof, and community—making it the ultimate tool for brand engagement and loyalty.

Why Customer Driven Content is the New Cool

What makes customer content so powerful? Simple: it’s real. When people see others like them using a product, it creates a sense of authenticity and relatability that no paid ad can match. This peer driven content builds a stronger emotional connection, making brands feel more human and trustworthy.

Doritos: Building a Creator Community with #CrashTheSuperBowl

The famous chip brand Doritos made waves with its #CrashTheSuperBowl contest and the Legion of the Bold campaign. Instead of relying on traditional ads, Doritos empowered its fans to create bold, quirky, and hilarious content. The challenge? Fans were tasked with producing their own Super Bowl ad, with the winner earning a chance to have their commercial aired during the game—and a $1 million prize

Doritos’ 'Legion of the Bold' campaign invited fans to create bold, mind-blowing content, transforming them into brand storytellers.
Source: doritos legion of the bold | Yannig Roth / This is my personal blog

This wasn’t just a contest; it was a movement. Doritos transformed its audience into a global community of creators, driving massive engagement and brand awareness. The campaign resulted in a flood of user submitted videos, memes, and artwork, showcasing the creativity of everyday consumers and turning them into brand advocates.

Apple’s "Shot on iPhone": Turning Customers into Artists

Apple’s "Shot on iPhone" campaign took customer driven marketing to the next level. By featuring real photos taken by iPhone users, Apple celebrated the artistic talent of its customers while subtly highlighting the quality of its camera.

Apple’s 'Shot on iPhone' campaign turned everyday users into creative photographers, showcasing their talent on billboards worldwide.

Source: Pinterest

The campaign encouraged people to share their best iPhone-captured shots on social media using hashtags like #ShotOniPhone and #Contest, offering rewards such as free iPhones and having their work featured in future ads.

The results were staggering: over 100,000 photos and videos were shared, with 70+ million social media interactions (likes, comments, and shares). The campaign not only boosted Apple’s social presence but also created a wave of organic advocacy from real users.

The Secret Sauce: Empowering Your Audience

So, what makes customer driven content so effective? Brands like Doritos and Apple understand that when you give people a platform to express themselves, magic happens. This approach isn’t just about promoting products—it’s about building a culture of creativity, fostering a community of advocates, and sparking authentic conversations.

The next time you come across a bold Doritos ad or a breathtaking iPhone photo, remember: this isn’t just marketing—it’s creativity in action, powered by real people. And the best part? Everyone’s invited to play.