God these guys are good. They do help me keep the faith in branding on my darker days.
Despite becoming seriously big (100 million Euros+ in turnover), innocent manage to stay, well, innnocent. One really nice feature is there brand pinboard. 
Rather than this being a static and brand-created piece of content, it updates daily using a feed from the brand's flicker albums, which are populated mainly with user-generated photos. My favourite is the "supergran" album, full of photos of the woolly hats they put on the bottles at Xmas to raise money for charity. Why Supergran? Becuase the little hats are made by an army of little old ladies who live in old peoples' homes!
Any other brands making good use of user-generated content like this?
I'm excited about this! Thank you for being so generous with your experience and encouragement.
Posted by: Alice | July 01, 2012 at 12:41 PM
a good example of working with your audience. i like it alot but cant help feeling that it is maybe abit wallpapery. a hotel or tourism authority delivering a similar service would add a touch more usefulness and relevancy.
Posted by: giles rhys jones | March 28, 2007 at 12:02 PM
The thing that is so great about this example is not just that it is a smart use of UGC , but that it harnessing the opportunities that digital technologies present. Mercedes in the States a few years ago did an interesting print campaign made up of photographs that people had sent in over the years of them posing with their Mercedes (the 70s ones were brilliant!) Lego have done good things too. But I liked the way that Innocent used technology to constantly refresh and update the images.
Posted by: amelia | March 15, 2007 at 12:32 PM