Victorinox's Kylie Wong on how to encourage UGC that aligns with the brand's tone

In today’s digital marketing landscape, user-generated content (UGC) has become a powerful tool for building authentic connections with audiences. Unlike traditional brand-created content, UGC - photos, reviews, videos, or testimonials created by customers - brings a level of trust and relatability that polished ads often lack.

In fact, consumers are more likely to engage with content that feels real and personal. According to a study by Insense, consumers trust UGC more than brand content by over 2.4 times. It fosters community, encourages interaction, and transforms passive customers into active brand advocates.

Premium brands such as Victorinox also values UGC due to its authenticity and emotional relevance, said Kylie Wong, director of marketing and communications, Asia Pacific, Victorinox in a conversation with MARKETING-INTERACTIVE. “While shareability is a bonus, what truly matters is how the content reflects real-life experiences and connects with our brand’s purpose.”

“We’ve seen users share how their Swiss Army Knife helps them stay prepared - whether it’s opening a package, fixing something on the go, or navigating a hike. Others show how our travel gear supports them through airport transitions, business trips, or weekend escapes. These stories reinforce our brand promise: ‘Made to be prepared’,” she added.

Wong said Victorinox incorporates technology into its marketing, especially insights and optimisation, but when it comes to content, the company prioritises human-centred storytelling. “It’s the unscripted, personal moments that resonate most. That’s what makes UGC truly valuable, it becomes a reflection of how our products empower people in their everyday lives.”

Taking its #VictorinoxOnTheHarbour activation in Hong Kong as an example, Wong said it was more than a product showcase, but also a lifestyle experience that brought together the brand's travel gear, Swiss design, and the spirit of being prepared. “We invited creators and customers to explore the space, interact with our products, and share their own stories.”

“The response was incredibly positive. We saw a significant increase in organic engagement and branded hashtag usage, along with a noticeable uplift in product interest across the region. What made it work was the balance between structure and spontaneity. We created the environment, but the stories came from the people,” she added.

This reaffirmed the brand’s belief that authentic, emotionally resonant content, especially when grounded in real experiences, can be more powerful than any scripted campaign, said Wong. “It also highlighted the value of Swissness as a differentiator. The trust in our quality and design was a recurring theme in the content shared.”

A successful UGC strategy does not only rely on the brand itself, but also those who contribute to it. Wong said the brand focuses on creating experiences and prompts that invite storytelling, rather than prescribing it. “For example, we’ve worked with creators across Asia to highlight how Victorinox products fit into their daily lives, whether it’s a Swiss Army Knife in their work bag or a backpack that keeps them organised on the go.”

To encourage fans to put out content that aligns with the brand, Wong said one approach that’s worked well is collaborating with micro and mid-tier influencers who already embody Victorinox’s brand values. “Their content often shows how they use our products in real, relatable ways, such as preparing for a business trip with our Spectra 3.0 luggage or using a pocket knife for everyday problem-solving. These stories feel personal, yet they naturally reflect our tone: practical, premium, and purpose-driven.” 

She added: 

What’s especially meaningful is that many of our collaborators become genuine advocates for the brand.

Once the creators experienced the quality and functionality of our products firsthand, they often continue to share their stories organically - whether they’re travelling, commuting, or simply going about their day, she added. “This long-term relationship approach leads to content that’s not only authentic but also enduring. It’s not just a campaign; it becomes part of their lifestyle.”

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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