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User-generated content (UGC) refers to any form of content—such as videos, photos, reviews, or social media posts—created by users rather than by brands. UGC is authentic and often more relatable, making it a powerful tool for marketing, as it can drive engagement, build trust, and influence purchasing decisions. Brands leverage UGC to showcase real customer experiences and create more organic connections with their audience.
In my role as the head of a UGC agency, I partnered with Hitch, an inter-city rideshare app, to elevate their TikTok marketing strategy as they launched in a new state, Florida. My approach involved leading a comprehensive consultation to understand Hitch's target demographic and crafting a tailored marketing strategy to reach potential users effectively.
I sourced and managed content creators, overseeing the production of five initial videos that embodied the brand's messaging and appeal. Through a strategic process of iteration and testing, we expanded these into over ten distinct video variations, each optimized for engagement and conversion.
The impact of this campaign was significant. The TikTok content not only generated high engagement but also achieved notable conversions, successfully driving app installs and user acquisition in the new market. Moreover, by continuously monitoring and adjusting the campaign, we managed to lower the cost per click (CPC), maximizing the return on investment.
This project demonstrates my expertise in leveraging user-generated content to create impactful marketing campaigns, particularly within the fast-paced environment of social media platforms like TikTok. My ability to lead from strategy to execution, combined with a focus on data-driven optimization, ensured that Hitch's launch in Florida was both successful and cost-effective.
