West Elm, the furniture and housewares retailer, has been consistently testing user-generated content (UGC) across channels for the last few years, mining pictures from the #mywestelm hashtag. More recently, it found a sweet spot by employing UGC from Instagram posts in Facebook carousel ads, which allow marketers to use multiple images in a single ad unit which viewers can swipe through.
Olapic, the brand's tech vendor, ran a classic A/B split test that pitted the Instagram UGC versus West Elm's regular Facebook content.
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