Interview: Ocean Park’s Franklin Law on harnessing UGC to foster community

User-generated content (UGC) has long been a growing trend among brands as they look for authenticity and connection with consumers. It fills social media feeds, improves brand metrics and affects purchasing decisions.

Interestingly, UGC is 9.8 times more impactful than influencer content and 6.6 times more influential than brand-generated content, with 79% of people saying UGC highly impacts their purchasing decisions, according to Hearts & Science.

For brands such as Ocean Park which count on UGC to resonate with audience, UGC offers invaluable emotional resonance that can significantly enhance a brand’s narrative, said Franklin Law (pictured), marketing director, Ocean Park Corporation, in a conversation with MARKETING-INTERACTIVE.

"The emotional impact of UGC often stems from genuine experiences shared by customers, which resonate more deeply than traditional marketing. This authenticity fosters trust and connection, transforming potential customers into brand advocates,” he said. 

Shareability is another crucial factor, according to Law, adding that content that resonates emotionally is more likely to be shared across social media platforms, thereby extending its reach and amplifying brand visibility.

Encouraging authentic customer content that aligns with the brand’s tone 

To foster authentic contributions from consumers, brands need to encourage input from fans while aligning with their storytelling goals. Law said Ocean Park is doing this by building a community that resonates with its content and shared values. 

For example, during Ocean Park’s panda twins campaign, the team incorporated culturally relevant themes and localised celebrations to connect with fans. Terms such as "家姐", "細佬", and "契爸契媽", as well as the one month old milestone (滿月) for the panda cubs, are essential in setting the tone, according to Law. “By theming these events through relatable narratives, we ensured that contributions resonated with our audience while maintaining brand alignment,” he said. 

“Not only did this create meaningful connections between the locals and the panda twins, but it also inspired fans to follow the pandas’ growth journey, culminating in a surge of online-to-offline participation in Ocean Park’s campaigns and events,” Law added.

As fans track the pandas’ growth journey, Ocean Park has capitalised on this by incorporating UGC in the 100-day celebration of the panda twins. It encouraged fans to share their pre-event excitements and in-park experiences through social media using the hashtag #PandaTwinsCelebration. To generate a wealth of authentic content and foster a sense of community among panda enthusiasts, the event fully honoured local culture by offering traditional foods such as red eggs and pork knuckle ginger stew, captivating online audiences through live broadcasts while attracting in-park visitors with exclusive event features.

"Such culturally relevant experiences helped nurture passionate local fans, turning them into brand advocates. Fans posted panda illustrations or created their own content for social media, and reposted our Instagram content on Threads, enabling us to gain unplanned exposure," Law said. 

The UGC Ocean Park received played a crucial role in raising awareness of the panda twins and encouraging participation in the event, according to Law. He added that many fans shared heartfelt stories and photos, which were featured on their platforms, amplifying the emotional connection to the twins. As a result, Ocean Park experienced a 143% increase in attendance at the 100-day celebration compared to the previous year, along with a significant boost in brand visibility.

"Featuring selected UGC on our platforms not only validated fans’ creativity but also inspired others to participate, resulting in a continuous cycle of engagement," he said. 

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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