If you’re relying on a single type of UGC to drive purchases, you’re leaving growth on the table. That was the challenge for our client—a premium plant-based cheese brand with a target demo of women 45+ who had yet to explore the full extent of their UGC efforts.
To scale their paid social strategy and increase conversions, we developed four distinct UGC approaches—each tailored to unlock a specific lever, from building trust to expanding reach.
1. Expert pov: build trust through Authority
Best for: Overcoming skepticism, educating new buyers
We partnered with a registered dietitian to debunk myths about vegan cheese, using the brand’s products to support her insights. The result? A credible, informative piece of UGC that validates the product for health-conscious shoppers.
2. Making THE PRODUCT FEEL ACCESSIBLE
Best for: Lowering the barrier to entry for premium or unfamiliar products
This elevated recipe video shows how to turn the brand’s artisanal brie into an easy, elegant appetizer. It helps viewers picture exactly how they’d use the product, which is key for inspiring first-time purchases.
3. Occasion-based gifting: reach the people buying for your demo
Best for: Expanding reach, driving urgency, and taking advantage of peak sales opportunities
To support a Mother’s Day campaign, we spoke directly to gift-givers—spouses, kids, and friends—positioning the cheese box as a thoughtful, elevated gift. Occasion-based content makes your product relevant to people outside your usual demo.
4. Expanding the appeal and introducing new perspectives
Best for: Breaking content fatigue and tapping into a new audience
Instead of the usual female creator speaking to female buyers, we brought in a male voice to promote a summer BBQ Box. This new perspective created standout content and repositioned the product for a greater audience.
TAKEAWAY
UGC isn’t just about trends—it’s about strategy. If your content isn’t working across multiple angles, you’re missing out on conversion opportunities.
Need help building a UGC plan with purpose? Email us at [email protected].
