A screenshot of a photo on Apple's Instagram featuring a #ShotOniPhone photo from an Apple user.

[fomayof928@mowline]

The Takeaway: The WcDonald’s campaign shows that McDonald’s is tapped into how their brand is referenced in media and culture. This is where social listening can help you do the same—use it to understand how people are referencing your brand and if there are any trends you can join in on.

And the Grimace takeover is a great example of how belgium b2b leads your brand can have some fun on social. Do you have any characters you can hand the mic to? And if not, what creator or even employee takeovers make sense to lean into?

These two campaigns aren’t new, but they’re impactful and have staying power.

You’ve no doubt seen Apple’s #ShotOniPhone before—you may have even used it: to date, there are 29.6 million posts using the hashtag on Instagram alone.

And that content and hashtag have been repurposed into countless billboards, commercials and ads for the brand, taking social offline.


Similarly, #YourShotPhotographer by National Geographic is a hashtag that unites Nat Geo’s photo community. They’ve also turned to Instagram to create a space for their Nat Geo Your Shot community, and amassed a following of 6.6 million.

A screenshot of the Nat Geo Your Shot Instagram channel, which features user-generated photos from Nat Geo's community.

The takeaway: Both of these campaigns are ongoing, and are a stellar example of how you can source UGC and inspiration directly from your community—celebrating your diverse and loyal audience in the process. Your community can fuel campaign concepts and content and bring your brand to life in a new way.