Kao Essential: Brand Revival BGC and UGC Synergy

This episodet examines how Brand Generated Content (BGC) and User Generated Content (UGC) can be strategically combined to revitalize a brand.

It explains that while BGC allows companies to control their message and build initial awareness, UGC provides authentic, relatable content from consumers that builds trust and encourages purchasing. The synergy of BGC and UGC increases exposure across various channels and enhances the message through diverse perspectives.

The discussion highlights the Kao Essential rebranding as a successful example of this synergy, where a shift in image was achieved by leveraging both official campaigns and influencer-led UGC to connect with a younger audience.

It underscores the importance of clear roles for each content type, targeted platform and influencer selection, fostering genuine relationships for authentic UGC, continuous performance analysis, and a unified team approach for effective brand revitalizatiion.