Marketing ops ·

LUSH Cosmetics drives engagement and sales with user-generated content strategy

The problem

LUSH needed to consistently deliver large quantities of impactful content to keep their engaged community captivated while operating without a significant budget for advertising, and had no efficient system for managing the enormous volume of community-created content.

Workflow diagram · grounded in source
1
Community creates UGC
trigger
“User-generated content is a great way for us to produce larger quantities of content that performs really highly and engages our community”
2
Centralized content collection
integration
“We decided to sign because of the management and sourcing of all of this content all in one place”
3
UGC curation
human_review
“LUSH curated 95 percent of all of their user-generated content”
4
Multi-channel UGC distribution
output
“LUSH publishes different UGC images on Twitter and Instagram to promote the same product”
5
Shoppable UGC on homepage
output
“LUSH chose to not only feature UGC at the bottom of their homepage, but also make that inspirational content actionable by including ShopSpots that take visitors directly from the UGC to that product's page”
6
Ambassador program feedback loop
feedback_loop
“we include them in our Ambassador Program, #FirstLookLushies, which gives them further information about the brand, and in turn, they create more UGC”
Reported outcome

LUSH's UGC-first strategy drove measurable engagement and sales: the #WeTheBathers UGC feed received 450 percent more clicks than the Suggested Item Feed, the homepage UGC gallery reached 1 million impressions in March (a 333 percent increase over branded content), and a UGC-featured product sold out ahead of forecast.

Reported metrics
UGC feed clicks vs Suggested Item Feed450 percent more clicks
homepage UGC section impressions in March1 million impressions
homepage UGC impressions vs branded content333 percent increase
visitor action rate on UGC with Shop Now2 percent
Show all 7 reported metrics
UGC feed clicks vs Suggested Item Feed450 percent more clicks
homepage UGC section impressions in March1 million impressions
homepage UGC impressions vs branded content333 percent increase
visitor action rate on UGC with Shop Now2 percent
UGC content curated by LUSH95 percent
monthly hashtag uses and Instagram tags500,000
consumers influenced by peer content for beauty purchases58 percent
Reported stack
InstagramTwitterShopSpots
Source
https://www.nosto.com/case-studies/lush-cosmetics/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

LUSH's UGC-first strategy drove measurable engagement and sales: the #WeTheBathers UGC feed received 450 percent more clicks than the Suggested Item Feed, the homepage UGC gallery reached 1 million impressions in Marc…

What tools did this team use?

Instagram, Twitter, ShopSpots.

What results were reported?

UGC feed clicks vs Suggested Item Feed: 450 percent more clicks; homepage UGC section impressions in March: 1 million impressions; homepage UGC impressions vs branded content: 333 percent increase; visitor action rate on UGC with Shop Now: 2 percent (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

Community creates UGC → Centralized content collection → UGC curation → Multi-channel UGC distribution → Shoppable UGC on homepage → Ambassador program feedback loop.

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