Votes, Comments, Conversions: The UGC Flywheel That Scaled EE Performance

The Challenge

Hotukdeals partnered with EE's new Tech and Gaming marketplace to grow sales among high-intent audiences. In telecoms, where eligibility, terms, and redemption can inhibit purchase, brand salience, clarity, and trust were critical, particularly for Black Friday.

The Strategy

An editorial-to-UGC flywheel combined editor spotlights with a community deal hub. When editors showcase the best value, member posts increase, creating a self-reinforcing cycle of content creation and peer-to-peer validation.

Execution and Innovation

A UGC hero thread converted engagement into performance via votes, comments, and real-time Q&A, with moderators curating a living FAQ.

Results

757 transactions and over £738,000 in sales revenue across PlayStation products, alongside a 16% year-on-year increase in the average hot-vote ratio, proving the model not only converted demand efficiently but expanded the supply of EE-related UGC.

Judge's Verdict

“Smart execution, clear objectives, and significant commercial impact.”

"Using moderators and an engaged community as a live conversion layer, an exceptional approach that should set the industry standard."