HSE Graduate School of Business: how brands can co-create content with consumers
In today’s business landscape, companies must constantly seek new ways to engage with their target audiences. Traditional promotion methods are now enriched with strategies that emphasize dialogue, emotional connection, and active consumer participation in brand life. One of the most effective tools for this interaction is UGC (user-generated content) — content created by consumers themselves.
Third-year students of the Marketing and Market Analytics program studied both theoretical and practical aspects of UGC. The lecture was delivered by Andrey Sharomov, Associate Professor at the Department of Marketing and PR Director of HSE Graduate School of Business. He spoke about the role of user-generated content in the modern context and its impact on brand perception. The session also explored methods of engaging consumers in UGC-based brand communications and included a focus on referral marketing.
The lecture was followed by a masterclass from Pro-Vision, a leading marketing communications agency. It was conducted by Maria Evtishenkova, Executive Director of the agency. She presented several successful UGC case studies that showcased its potential in achieving marketing goals. Special attention was given to a project for LEGO, which served as a vivid example of how user-generated content can transform brand-audience interaction.
The LEGO campaign was organized as a user contest: participants were invited to create creative photos featuring LEGO products and share them on social media. The goal was to attract as many followers as possible to the company’s social media accounts and boost audience interest and engagement. The project received widespread attention — reaching over 13 million people, generating more than 5,000 unique photos, and involving over 1,300 participants. As a result, it earned high recognition both in Russia and internationally, receiving Gold Quill Awards, Eventiada Awards, RuPoR, and other accolades.
Andrey Sharomov
Associate Professor, Department of Marketing, PR Director of HSE Graduate School of Business
“Brands have learned to value the voice of their consumer, allowing them not just to consume content but to create it. Our goal in these lectures is to teach students how to design UGC projects that engage audiences in a vibrant world of creativity — increasing loyalty, strengthening emotional bonds with the brand, and opening new horizons for interaction and expression.”
Maria Evtishenkova
Executive Director, Pro-Vision
“UGC is a powerful tool that enables brands not just to talk to audiences, but to involve them in a community of brand advocates. Authentic, original content strengthens emotional connections with current clients and attracts new ones just as effectively. When people create intellectual products inspired by a brand, they feel part of its story — its values and narratives.”
Vera Rebyazina
Head of the Department of Marketing, HSE Graduate School of Business
“We’re always delighted to welcome representatives of leading companies to deliver masterclasses and share real-life cases with our students. These and other forms of collaboration with industry leaders strengthen HSE GSB’s positioning as the business school of first choice for talented applicants.”
Students at HSE GSB will continue exploring successful industry projects and working with professionals to study effective strategies for engaging with consumer audiences.