In a fast-paced world of social media marketing, user-generated content (UGC) has become one of if not the most powerful tools that brands are now using to engage their audience in to boost followers and sales. In 2019, Chipotle, the popular fast-casual restaurant chain known for its Mexican cuisine, launched the “Guac Dance” Challenge. This campaign was designed to celebrate National Avocado Day and encourage engagement through user-generated content. This case was extremely well planned and executed, increasing brand visibility and sales.
What is Chipotle’s Guac Dance?
Back in July 2019, Chipotle and TikTok partnered to celebrate National Avocado Day with the #GuacDance campaign, encouraging fans to post videos of themselves dancing with the hashtag on their posts. This would incentivize users as they would get free guac with any purchase made through Chipotle’s app or website.
Since this was such a simple concept and dance, TikTok users took the trend by storm making it viral overnight. This trend boosted Chipotle’s sales of guac by 65% that day with the hashtag #GuacDance having over 1.1 billion uses on TikTok now.
Why #GuacDance Worked: Maximizing the Potential of UGC
UGC or User Generated Content is any form of content like text, images, videos, social media posts, yelp reviews, etc. that is created by consumers or users. UGC comes off as a more diverse, authentic, and community-oriented approach to marketing since it is generated not by the brand, but by the consumers of the brand that make the content, not going off of a script. This can lead to huge benefits such as increased credibility, cost-effective marketing, and even a higher level of brand engagement.
Accessibility of Participation
Being able to use the platform easily is critical for success. Seeing that TikTok is a free app, the barrier of entry was extremely low. Just about anyone with a working smartphone or smart device could open the app and share their love for guacamole with the sound and some fresh moves, no over the top choreography or editing required!
Platform Relevance
At the time, TikTok was the best platform for such a campaign. This was the new and hip app then garnering 693 million downloads in 2019 with their short, yet engaging videos that could take off very quick in their algorithm. Chipotle chose wisely being able to capitalize on their user base. Almost everyone knows what TikTok is as well, making these trends spread very quick to all ages as it was not restricting itself to young or old users, but all users.
Participation Incentives
No one can pass up an opportunity for freebies! Offering this free reward of guac was a very smart reward as it comes cheap to Chipotle. Even more important was that it felt tangible to users who wanted to participate. This would boost engagement across the app, bringing more customers to Chipotle’s app and of course, more sales.
Fun and Relatable Theme
Since this theme is not restricted to any group of people, it makes it a relatable theme to all guac lovers! Since there was not a specific dance that went with this, it allowed users to use their creativity to be rewarded with a Chipotle’s menu item.
Viral Potential with Influencers
Since Chipotle wanted influencers and celebrities to participate, the campaign was destined for going viral. This would include Brent Rivera and Loren Gray who would host a dance off. Since these creators were vastly popular in 2019, this trend took off immediately due to their outreach on the platform. The video ideas do not necessarily need to be original as the #GuacDance trend sparked from the “Banana Dance” video released over 14 years ago by Dr. Jean as a fun video for children to enjoy.
Key Takeaways for other Brands
Chipotle’s #GuacDance provides some valuable insights for brands that are looking to launch UGC to a similar success factor.
Tap Into Trends
A company must understand the culture as well as the vibe of the platform they are looking to target. Chipotle knew TikTok was a platform that thrives on challenges and music related trends, making the #GuacDance a perfect fit.
Simplicity is Key
Looking at some of the best UGC campaigns show signs of keeping the idea simple to participate. Simplicity is the best medicine for getting more people to participate in the campaign. This worked well for Chipotle as there was not much effort, but there was a nice reward for participation. They had 250,00 video submissions and 430 million video starts in a six-day run
Incentivize Your Audience
Free guacamole may seem like a small reward to some, but it can motivate people to engage. Chipotle’s free offer made it so people would post videos to the TikTok platform as well as drive more people to visit their website and app. Bringing in influencers and celebrities can also act as an incentive as a form of FOMO (fear of missing out).
Link the UGC to Your Business Goals
Chipotle didn’t just create a fun campaign; they tied it directly to a sales objective. By requiring customers to use their app or website to redeem the free guac, they drove digital sales and increased app downloads.
Conclusion
Chipotle’s Guac Dance is a shining example of how user-generated content can build community, increase brand engagement, and directly contribute to sales. By leveraging a fun, relatable challenge that invited customer participation, Chipotle not only boosted its social following but also enhanced its digital sales in a big way. As social media continues to evolve, UGC campaigns like this one will remain a powerful way for brands to engage with their audience and drive meaningful results.
For brands looking to create their own viral UGC campaign, the Guac Dance is the perfect blueprint to follow.
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