    The emergence of the internet, as well as social networks such as Facebook, Instagram, YouTube, and Twitter among others, has had a great impact on consumer behavior (Sairanen, 2014).

    Through such platforms, different brands are implementing UGC and/or influence marketing strategies to communicate.

    This presentation will consider IKEA and Dune London as brands that use UGC and Sony and Bedrock Real Estates as brands that use influence marketing.

    IKEA brand has in over the past years has provided an offer to its consumers in Norway. The offer gave consumers an opportunity to post any product of the brand as a picture in the IKEA catalogue.

    Consumers were instructed to include the hashtag of ikeakatalogen before they post the product on Facebook to have an opportunity of winning.

    The approach gave consumers an opportunity to develop a digital version of their catalogue rather than uploading the product they had (Shastry, 2018).

    Over a period of four weeks, their entire products had been uploaded across the internet, which increased the popularity of the brand on Instagram across Norway.

    UGC has a significant impact on the product page. As a brand, Dune London realized the effectiveness of the strategy after including in their Instagram page shoppable photos (Dune London. 2019).

    The UGC contained real customers photos using their products.

     The brand discovered that through the User-generated content among shoppers increased their sales by about 80%.

    The key reason behind the approach was that consumers are interested in purchasing what they are able to see, more so if the products is appropriate for the wearer.

    This increases the trust and confidence of the customer to the brand product (Shastry, 2018).

    Sony Mobile France established a new account on Instagram which was used to promote its product, Sony Xperia Z5 (Influencer Marketing Hub. 2019).

    The product has the most powerful camera and Instagram was the best platform to market photography.

    The brand established the first zoom on the platform to assist followers appreciate the power of the camera in the product.

    Sony used the Z5 to take high detailed zoom photo and subdivided them into hundreds of smaller shots arranged in five layers then established over one hundred accounts on Instagram.

    The accounts were tied together by tags, which allows one to effectively zoom into any part of the of the real photo and discover over 50 surprises that were hidden.

    The brand used 30 influencers to assist distribute the photos, which was part of the competition that allowed consumers to five times zoom an original photo to discover the hidden surprise.

    Through influencer marketing, the campaign was highly successful with over 15 million potential contacts.

    Bedrock Real Estate intended to produce a film that displayed the clinched downtrodden views of Detroit are wrong (Influencer Marketing Hub. 2019).

    It wanted to show that the city of Detroit was not broken but rather a positive city that is moving places.

    The brand needed to produce a film that would make residents of Detroit to be proud of the place they live.

    Bedrock Real Estate used local influencers such as Shinola, to assist in developing the film.

    Big Sean, a local celebrity was also a key influencer who made an emotional endorsement that resulted into more impressions on the media, both broadcast and print along with online (Influencer Marketing Hub. 2019).

    The brand also used influencers such as Ouicken Loans and Pure Michigan as local influencers to assist in achieving the campaign of the film.

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