The Challenge:
Although Huami, Amazfit’s parent company, was recently named the number one wearable device company in the world – ahead of Apple and Fitbit – in the U.S. they aren’t as well known. This was Amazfit’s biggest challenge: building a brand in a market where they’re unknown to consumers and are competing with established brands in the space.
To cultivate trust and awareness with online consumers, Amazfit’s Head of Marketing and Sales, Frederik Hermann, knew they needed to put customer stories at the forefront of their marketing efforts. “You want to turn your customers into fans because they’re your most valuable asset. They are the ones that can create word-of-mouth and provide third-party validation for others in the form of social proof.”
Consumers share billions of pieces of content on social networks every day and that content is more trusted and influential than brand-created content. Amazfit understood that user-generated content (UGC) is digital word-of-mouth and customers are often the most effective at establishing credibility and amplifying awareness for your brand.
They turned to Stackla to help them leverage UGC to meet their goals of:
- Building trust and awareness with consumers
- Engaging existing customers
- Attracting new customers
Amazfit used Stackla’s user-generated content platform to capture, curate, amplify and strategically showcase how customers were using their products throughout their website, eCommerce pages, community blog and email newsletters.