Brands are often so consumed with driving consumer interaction on social media that user-generated content that could be used in a creative marketing campaign is overlooked. Russia's Busche Bakery is one brand that decided to capitalize on the content that fans were eagerly sharing.
To begin, the bakery invited a number of influential bloggers to a "food porn shooting." Later on, the images that were captured by bloggers were used as part of an offline marketing campaign, which paired the creative Instagram shots with a larger frame of the bloggers in action.
As well as encouraging people to post pictures of food from the Busche Bakery, this creative campaign sets an excellent example for other brands that need inspiration on how to leverage a network of influential social media users.