Becoming the category leader with UGC – the DockATot story
2015
Launched
1000+
Photo reviews
500,000
Instagram Followers
2015
Launched
1000+
Photo reviews
500,000
Instagram Followers

UGC and reviews are the bread and butter of what we do
The challenge: highlighting mom’s story with UGC
Collecting and distributing user-generated reviews has always been the cornerstone of the brand’s marketing efforts.
“Our top strategy has always been highlighting the mom’s story. It is not a secret that moms take advice from each other when making purchasing decisions. For mothers, hearing about other mom’s experiences is one of the top criteria for purchasing a product online and on social media.”
Making it easy and compelling for mothers to share their experiences with others has been the priority from day one.
My job was really to capitalize on the positive commentary and positive conversations around our brand and to figure out the best way to leverage customer reviews and user generated content in order to create virality and, ultimately, sell more products.

“Our main goal with marketing has always been to promote the peer to peer recommendation aspect and to help moms spread the word.”
User generated content is at the center of DockATot’s marketing strategy and everything is built around it. The focus is not only on generating tons of reviews, but also on sharing those reviews through all available marketing channels.
When you have a product that everybody loves, it is extremely important for the brand to maintain authenticity and transparency and to concentrate on authentic reviews. So while other companies in the baby product niche have been pouring hefty budgets into influencer marketing, DockATot hasn’t spent a penny on incentivizing influencers, concentrating on sending their product to selected influencers as well as encouraging each customer to become a brand ambassador by leaving a photo review.
When you have a product that everybody loves, its important to keep that authenticity to show that these are in fact real reviews.
There is nothing like photo reviews that show a product being used by a real customer to communicate customer happiness. Having a photo in addition to text adds a layer of transparency where you can see the product being used by real people. The photo creates trust in a way that no other review solution can offer. “There is nothing to show that this is a real review like a photo.”
The Results
The beautifully rendered photo review pages with all our user generated photos really sell products like nothing else. So if you have a product that people love, I highly recommend Loox