The Challenge

In the summer of 2024, a client that provides breast pumps and supplies to new moms through insurance acquired a new brand to add to their offerings. They needed a campaign to effectively introduce this product to their audience while maintaining a cost-per-lead (CPL) below their account average. 

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Our goal was to see if UGC could outperform traditional static and video ads traditionally used in the account.

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Our Approach

We developed and executed a comprehensive UGC services strategy to ensure a successful launch. Here’s how we did it: 

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• Creator Sourcing: Hand-selecting creators who aligned with the brand’s audience and messaging.
• Detailed UGC Briefs: Crafting clear, creative guidelines to ensure authentic and engaging content while also asking the creators to incorporate their own everyday lives to ensure authenticity.
• Logistics: Coordinating product shipments to creators and managing all logistics.
• Asset Management: Collecting, reviewing, and refining UGC assets to optimize campaign performance.
• Strategic Execution: Launching and continually optimizing ads in Meta for maximum impact.

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The Results

The campaign delivered some enormous wins for the clients:

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• Top-Performing Creative: The UGC assets quickly outpaced evergreen creatives and consistently outperformed all other new static and video ads in the account.
• Account-Best CPL: The campaigns maintained a CPL well below the account’s target and average, driving leads efficiently.
• Ongoing Success: Month after month, the UGC maintained its position as the top-performing ads in the account, even as new creatives were added, proving its value in both the short and long term.

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Key Takeaways

• Audience Connection Matters: Creating authentic content built trust and drove meaningful engagement. 
• Cost-Effective Results: UGC delivered strong performance while keeping costs low. Rather than coordinating a full-day shoot, all that was needed was a single creator.
• Long-Lasting Impact: The consistent success of the campaign highlights UGC’s potential for long-term impact. Plus, the raw assets allowed us to create multiple successful iterations of the original ads.

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Combining a thorough creative UGC strategy with seamless execution, we helped this company integrate a new brand into its offerings and achieve measurable success.