Some companies are afraid of asking their customers to share content with them: What about the legal requirements for using their photos in marketing? What if no one wants to participate? Or worse, what if it’s just no good?

According to Lulu Gephart, REI’s Manager of Social and Earned Media, user-generated content is nothing to be afraid of. In fact, your customers can show a more remarkable side of your brand than any advertising team. And as far as legal goes, asking for permission is a great way to open up a conversation and hear the deeper story behind a photo.

In her presentation at’s Brands-Only Summit, Lulu shares how REI’s 1440 Project gathered over 10,000 photos from outdoor enthusiasts and fans — a treasure trove of great content and opportunities to earn advocates. She explains how they did it, what they’re doing with the content, and why it works for the long-term.

In the video below, you’ll also learn:

  • Why you don’t have to worry about the quality of your customers’ content
  • A simple way to ask for legal permission to use a photo
  • Why you shouldn’t depend on a campaign or promotion to ask for content

Watch Lulu’s full presentation in the video below.

Moment to monument, presented by Lulu Gephart from on Vimeo.

Download her slide deck here.


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