Advocacy has announced the India launch of Journy - a platform that delivers authentic User Generated Content (UGC) like reviews, photos, videos, after tasting success in US, Europe and ASEAN. With this launch, brands in India now have a way of creating authentic Word of Mouth- the holy grail of marketing.
Using Journy as a UGC platform, Philips Global successfully launched its new One Blade Men’s grooming product in US, towards the end of 2015. The platform engaged target consumers for 3 weeks and delivered over 600 pieces of UGC including unboxing videos, reviews on online shop, video testimonials and 100s of quotes. This content is now a key part of the One Blade website, and is also being deployed on social channels like Facebook, Instagram, Youtube. The success of this campaign has prompted Philips to use Journy for launching One Blade in Europe, with launches in France and Germany already completed.
Lenze Boonstra, VP and Head of Global Marketing Personal Care at Philips said, “It was something new for us to put Advocacy’s Journy platform at the core of our global marketing strategy, but the US results far exceeded my expectations - 282 authentic, user-generated videos from real consumers. We then saw the same conversion levels and results in Germany and France. This convinces me that this is a scalable model for deeper engagement to create valuable UGC. We are now in activediscussions with Advocacy to roll out this model to not just more countries but also to more products in our personal care portfolio."
Commenting on the launch of Journy in India, Asit Gupta, Advocacy CEO and Founder said, “Nielsen Global Trust study puts recommendations from people I know i.e. UGC as the most trusted medium. This is true across countries and categories. While there are many platforms aggregating influencers and selling posts and views, they are still driving awareness of a particular point of view. Journy is the only platform in India right now, which focuses solely on engaging real everyday people and generating authentic UGC. Journy is founded on the premise that nothing is more trusted than your friend, family or office colleague as these people do not have a vested interest in making a recommendation. We believe brands need to complement awareness driving Influencer marketing tactics with conversion driving UGC from everyday consumers, whom we call Micro Influencers.”
The Journy platform is particularly useful for high involvement categories like health and beauty, travel, finance, baby products, gadgets and appliances where consumers are looking for reassurance before making a purchase. In India, Journy has signed up P&G, Club Mahindra, Kaya, HDFC Life, Columbia Asia and has 5 more clients lined up for pilots.