A cost effective way to generate high quality and high quantity UGC
SRW Agency needed authentic, scalable UGC to enhance engagement and streamline content creation. With Trend, they quickly sourced high-quality assets, ensured full ownership, and leveraged real consumer voices to drive stronger performance and more meaningful brand connections.
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- Jenna Ogle Director of Partnerships at SRW Agency
Challenge
Unlocking the Power of User-Generated Content
In today's digital landscape, authenticity reigns supreme. Not only are people leery of brands pitching themselves but, in a world of pixelated experiences, we’re also yearning for an authentic connection. Of course that organic magnetism must occur while the advertiser gets what it needs and the consumer finds what they want. Glowing and polished influencer style personas brandishing a product by the pool are fine, but that alone won’t ignite performance.
If you’re using UGC, the product and brand need a fusion of presence, a synthesis of lifestyle and sales. A holistic blend of brand ethos and content creator personality.
If that sounds like a lot. No worries. It’s why Trend exists. We simplify the process of finding the right people to matchmake your brand with consumers. If a platform known for high quality user-generated content should do anything, it's to share its success with someone who uses it to generate content.
This case study will dig into what works for Agencies looking to deploy user-generated content with their clients. It will also illustrate how Trend gives agencies several advantages, most notably in the pursuit of success driven by the power of everyday voices—voices that emanate authenticity and, in turn, increase engagement and lower your Cost Per Click (CPC).
User-generated insights on user-generated content
To shed light on the effectiveness of UGC, we turn to insights from Jenna Ogle, Director of Partnerships at SRW Agency, a leading player in the Consumer Packaged Goods (CPG) space.
With a decade of experience in working with influencers and creators, Ogle brings a wealth of knowledge to the table. She sees Trend as the most cost-effective way to round out a client’s asset library.
“In three or four weeks, we're able to get twenty assets where sometimes working with influencers can take up to three or four months,” says Ogle about her experience with Trend. Ogle says they’ve used similar platforms, but they’ve moved beyond them.
Solution
The Trend.io Advantage
“We're strictly using Trend currently because it allows the review and revision process where many of the other platforms do not.
- Jenna Ogle, SRW Agency
If a piece of content misses the mark, Trend clients are able to ask for revisions to ensure they’re receiving the best quality. But long before revisions, Ogle says they’re able to vet creatives and ascertain what their lifestyle is like before they even get started.
“We can pick people who are our target consumers and being able to show how they're integrating [the brand] into their wellness routines has been really popular and effective for us,” says Ogle.
To discover the talent that works best with their client and product, Ogle and SRW Agency can read the reviews that previous brands have given the talent and that helps them know what their working style is, how communicative they are, and that helps us understand the level of content that they'll be able to create.
For Jenna and SRW Agency, ownership of the client experience has made Trend their sole choice for UGC content creation. Their team can pull assets and know exactly where to filter them throughout their calendars over an entire quarter. While usage rates and access vary with standard influencers, with Trend SRW has access to the content, they know the cost, and they own the usage rights to all of it.
“Our campaigns have been great at showing our client’s product in all different types of recipes," says Ogle. While content is regularly inspired by trends that content creators are seeing across Instagram and Tiktok, Ogle emphasizes that consumers still want to see everyday consumers using their products in everyday settings.
Jenna Ogle’s UGC 1-2-3:
- Ensure your content is not overly branded.
- Your content creator needs to be using the product, not just holding it in front of the camera.
- Do the research to ensure that your content creator is a good fit who’ll genuinely incorporate the product into their lives.
Three magic words: Cost Effective Content
So, what else sets Trend apart from other platforms? According to Jenna, it's all about efficiency and cost-effectiveness. The platform enables SRW Agency to scale content creation rapidly, delivering high-quality assets within a matter of weeks. By streamlining the process and offering transparent pricing, Trend empowers brands to maximize their ROI on content creation efforts.
As anyone who’s spent anytime creating assets knows, successes can be short lived. The current demands for content grow every day. A brand needs access to more than just a handful of assets. In terms of both quality and quantity, Ogle’s outcomes highlight the advantage of Trend. For what she spends to get two assets from an influencer with whom she’s contracted separately, she can get dozens of pieces of content while working with a creative from Trend.
Influencer-style video continues to outperform highly branded content as a traffic driver. In a campaign that leveraged authenticity, UGC drove the lionshare of clicks with an exceptional CPC below $0.20 and CTR of 5%.
Outcome
Driving Results with UGC
Ogle shares a compelling example of how user-generated content delivered tangible results for a meal delivery company. Influencer-style testimonials, coupled with enticing food imagery, proved to be a winning formula for driving new customers and re-engaging lapsed ones. These videos yielded impressive returns on ad spend, demonstrating the power of authentic storytelling in driving conversions.
“The creators used appealing food imagery as an enticing hook before walking through the company's different RTBs, which proved to be a winning formula. These videos ranged from a 3x - 6x return on ad spend.” Ogle added.
Ogle says that Trend helps SRW Agency efficiently source content needs, especially as an agency working with multiple brand partners to develop campaigns.
As an agency or business looking for the right talent who can demonstrate an authentic relationship with brands, Ogle says that Trend provides the necessary tools to make the right decision.
“It’s authenticity,” says Ogle. “Let creators have fun with it. That’s the best way to stand out.”
Looking Ahead
One of the most effective ways to foster lasting connections with growing lifetime value is through user-generated content. At Trend, authenticity is not just a buzzword – it's a guiding principle. The platform boasts a curated network of UGC creators who have been vetted to ensure high-quality content creation. By forming genuine relationships with creators, Trend empowers brands to connect with their audience in a meaningful way. This emphasis on authenticity is what sets user-generated content apart from traditional branded content, resonating more deeply with consumers.
As consumer preferences continue to evolve, the demand for authentic, user-generated content will only grow. Brands that embrace this trend and leverage platforms like Trend stand to not only gain a competitive edge, but also get the assets they need with a trusted partner in content creation. As we’ve seen with Ogle, by harnessing the creativity of everyday consumers, brands can forge genuine connections, drive engagement, and ultimately, drive sales.
