“Run to the Store!” – How UGC Haul Marketing Creates Visibility, Reach and Buying Impulses in Physical Retail

When creators on social media say things like “run to dm or REWE now”, it doesn’t just go viral – it drives real in-store behavior: products become visible, get picked up, and sometimes even sell out. That’s the power of UGC haul marketing. Instead of scripted ads or high-cost influencer campaigns, this format relies on authentic content filmed directly in stores, triggering real buying decisions at the shelf. In this session, Andi Habbig shares practical examples of how brands use haul marketing on TikTok, Instagram & Co. to turn social media visibility into in-store sales – efficiently, at scale, and close to their target group. He also dives into success factors, common pitfalls, and the key question: What really works – and what doesn’t?