Why It Works
UGC builds trust. It’s word-of-mouth marketing made visual. Every tag, post, and mention from a real fan acts as social proof—anchoring Sundog’s brand in authenticity, warmth, and literary community.
This strategy has helped Sundog expand its reach, boost engagement, and strengthen ties with both tourists and locals. It’s not just social media—it’s storytelling powered by the people who love the brand most.
case study
Turning Fans Into Marketers – Sundog’s UGC Strategy
Project: UGC-Led Social Growth & Community Engagement
Client: Sundog Books
Cherrytop has worked alongside Sundog Books for several years, supporting their growing presence across social platforms. By 2023, we leaned fully into a user-generated content (UGC) strategy—amplifying the voices of readers, tourists, and locals who already loved the brand.
Instead of creating all content in-house, we curated stories that were already being told: cozy in-store moments, beach-day book hauls, and author signings shared by real customers. From Instagram to TikTok, our feeds became a reflection of the community Sundog serves.
How We Did It
Reposting with Intention
We featured customer-created content across Instagram and Facebook—focusing on tagged photos, reels, and videos that captured the essence of Sundog. These organic moments brought authenticity and warmth to the brand’s feed.
Strategic Tagging & Encouragement
We encouraged tagging through story templates, author events, and signage. Each repost created a feedback loop—customers saw others featured and felt inspired to join in.
Event-Driven Content Spikes
Author visits (Sarah Adams, Jack E. Davis, Ryan Holiday), Indie Bookstore Day, and seasonal features generated shareable moments from the community. One tagged UGC post received 34.7K+ views and 2,590+ likes—proving that fans can fuel reach.
Community Collaborations
Posts that featured beloved local brands like Amavida Coffee and Black Bear Bakery saw the year’s highest engagement. These partnerships helped broaden reach and highlight Sundog’s place in the community.
The Impact
15.2K+ followers on Instagram (as of May 2025)
Top-performing UGC content: In-store fan photos, quote boards, tagged reels from author events and local collabs
Most-viewed UGC post: 34.7K+ views and 2,590+ likes (tagged reel)
UGC remains a consistent and trusted source of content, creating momentum without relying solely on brand-originated posts