The team at Tuckernuck views user-generated and influencer-generated content as a customer marketing lever that drives conversions.
Given this mindset, the team subscribes to a mindset of “the more content, the better.” That left Tuckernuck looking for a tool that could scale their UGC collection efforts, understand which content drives traffic from social, and deploy that content across multiple channels, including product detail pages on Tuckernuck’s website.
To drive conversions, the Tuckernuck team used Curalate to build out their #tuckernucking gallery, as well as display UGC and influencer content on PDPs. Kayla Robinson, Tuckernuck’s Customer Experience and Marketing Associate, said the variety of looks helps drive customers to better understand fit and how to style the items. “A combination of the two helps conversion tremendously,” she added.
To get a more holistic view of how social content is driving conversions, Robinson and the Tuckernuck team are also using Curalate to track native Instagram shopping tag metrics. By doing so, they’re able to calculate the direct effect of these posts with metrics such as product interactions and last click revenue.
The result isn’t just strengthened loyalty or deeper insights into which products and images are driving traffic from Instagram—it’s driving revenue, too. Tuckernuck has seen a 2X lift in time on site and a nearly 3X lift in conversion rates when visitors interact with UGC and influencer content on site.