Most marketing teams already spend months cooking up “big rock” campaigns — the rebrand launch, the flagship product push, the thought leadership report. But here’s the problem: those campaigns eat budget and energy, yet the content that surrounds them feels thin.
That’s where user-generated content (UGC) steps in. Instead of competing with your big campaigns, UGC reinforces them.
Think: punchy short clips, quick demos, authentic customer stories, and sales team hype videos. Done right, UGC becomes the connective tissue that makes your big rocks actually land.
Why does UGC matter for big campaigns?
Marketing campaigns don’t live in isolation. They succeed when they show up in the feed, in inboxes, in sales calls, in community spaces.
UGC gives you:
Lower lift, higher impact: 60–120 second videos that can be captured quickly and reused everywhere.
More authentic voices: SMEs, customers, and sales reps add credibility your branded assets can’t replicate.
Direct funnel support: Each clip can be mapped to awareness, nurture, or close.
Instead of “extra work,” UGC becomes the easiest way to multiply the reach and credibility of campaigns you’ve already invested in.
How do you actually turn a campaign pillar into UGC?
Turning a big campaign into UGC doesn’t have to be complicated. With the right structure, you can break one major theme into dozens of bite-sized, reusable assets.
Here’s the 3-step framework:
Step 1: Start with your campaign pillar
Pick one key theme from your big initiative — product launch, customer story, or thought leadership POV.
Example: “AI-powered logistics” as your quarter’s focus.
Step 2: Break it into four micro-prompts
Translate that pillar into quick, targeted UGC requests for different voices in your ecosystem:
SMEs → “What’s the #1 misconception about AI in logistics?”
Sales team → “How do prospects bring up AI in conversations right now?”
Customers → “What’s one way AI has made your job easier this year?”
Executives → “Why is now the moment for AI adoption in our industry?”
Pro tip: if you’re stuck writing good prompts, let GPT generate a batch of 10 questions and pick the best.
Step 3: Map each clip to a funnel stage
Don’t just post randomly. Make each piece serve the sales journey!
Awareness (window dressing & clout): Executive POV clip
Top of Funnel (spark interest): SME misconception-busting clip
Middle of Funnel (nurture): Customer use case story
Bottom of Funnel (close): Sales rep objection-handling clip
Now, your UGC isn’t disconnected “extra content.” It’s directly tied to campaign success.
With this approach, every campaign pillar turns into a steady stream of clips mapped directly to your funnel. Instead of fading after launch day, your big rock campaigns stay alive, visible, and relevant.
What does this look like in practice?
Big rock: SaaS product launch campaign.
Micro UGC:
Product manager films a 90-sec demo of their favorite feature.
Customer records a quick story of how that feature saved them time.
Sales leader posts a 60-sec clip on how they pitch it.
CEO drops a 2-min POV on why it matters for the industry.
In one afternoon, you’ve turned one campaign pillar into a week’s worth of authentic, multi-voice assets that plug straight into your funnel.
Key Takeaway
Stop treating UGC like a disconnected side project. When you graft it directly onto your big rocks, you:
Extend campaign life.
Multiply touchpoints across the funnel.
Make it easier (and more natural) for your people to contribute.
Same themes, different jobs to be done. That’s how UGC makes your big marketing campaigns stick.