Scope
End-to-end UGC strategy, creator management, and performance optimization for Janes and Mastro across organic and paid social channels. The program was designed to support always-on content needs while driving engagement, reach, and scalable performance.
End-to-end UGC strategy, creator management, and performance optimization for Janes and Mastro across organic and paid social channels. The program was designed to support always-on content needs while driving engagement, reach, and scalable performance.
Objective
Build a scalable, always-on UGC program that delivers authentic, creator-led content for Janes and Mastro across organic and paid social. The goal was to increase engagement and reach while maintaining brand safety, creative consistency, and performance benchmarks.
Build a scalable, always-on UGC program that delivers authentic, creator-led content for Janes and Mastro across organic and paid social. The goal was to increase engagement and reach while maintaining brand safety, creative consistency, and performance benchmarks.
My Role
Owned the full UGC workflow from strategy through execution. Defined creative direction, sourced and vetted creators within budget, negotiated contracts, reviewed and refined creator submissions, and partnered with internal production teams to finalize assets for posting and paid amplification.
Owned the full UGC workflow from strategy through execution. Defined creative direction, sourced and vetted creators within budget, negotiated contracts, reviewed and refined creator submissions, and partnered with internal production teams to finalize assets for posting and paid amplification.
The Challenge
Sofina Brands required a consistent pipeline of high-performing UGC that felt human and creator-led rather than overly produced. The challenge was to scale content efficiently across organic and boosted placements while balancing speed, budget, authenticity, and brand standards.
Sofina Brands required a consistent pipeline of high-performing UGC that felt human and creator-led rather than overly produced. The challenge was to scale content efficiently across organic and boosted placements while balancing speed, budget, authenticity, and brand standards.
The Strategy
I built an always-on UGC system rooted in creator-led storytelling and performance feedback loops. The approach prioritized authentic, real-life food moments and treated UGC as a modular creative that could be tested, refined, and scaled across organic and paid placements.
I built an always-on UGC system rooted in creator-led storytelling and performance feedback loops. The approach prioritized authentic, real-life food moments and treated UGC as a modular creative that could be tested, refined, and scaled across organic and paid placements.
Key strategic considerations included:
• Sourcing and vetting creators based on on-camera credibility, platform fluency, and brand alignment
• Briefing creators on hooks, delivery, framing, and pacing rather than rigid scripts to preserve authenticity
• Reviewing all submissions through a performance lens with emphasis on first frame hooks, emotional credibility, and product clarity
• Using performance insights to inform ongoing creator selection, content direction, and iteration
• Creator-led video consistently outperformed static assets. Family-ed, recipe-driven, and food-in-action content delivered the strongest engagement and retention, shaping the ongoing creative approach.
• Sourcing and vetting creators based on on-camera credibility, platform fluency, and brand alignment
• Briefing creators on hooks, delivery, framing, and pacing rather than rigid scripts to preserve authenticity
• Reviewing all submissions through a performance lens with emphasis on first frame hooks, emotional credibility, and product clarity
• Using performance insights to inform ongoing creator selection, content direction, and iteration
• Creator-led video consistently outperformed static assets. Family-ed, recipe-driven, and food-in-action content delivered the strongest engagement and retention, shaping the ongoing creative approach.
The Execution
• Built UGC briefs defining creative direction, platform guidelines, and performance goals
• Sourced, contracted, and managed creators end-to-end within budget and timelines
• Reviewed raw submissions for hooks, pacing, authenticity, and clarity
• Provided targeted feedback or partnered with internal production teams on final edits
• Delivered optimized assets for organic posting and boosted distribution
• Built UGC briefs defining creative direction, platform guidelines, and performance goals
• Sourced, contracted, and managed creators end-to-end within budget and timelines
• Reviewed raw submissions for hooks, pacing, authenticity, and clarity
• Provided targeted feedback or partnered with internal production teams on final edits
• Delivered optimized assets for organic posting and boosted distribution
The Results
• Drove 1.5M plus total views across Instagram content, with paid views exceeding 1.4M during peak periods
• Generated over 10K total engagements across organic and paid content, with engagement rates reaching 6 to 7 percent on top-performing UGC
• Multiple creator-led videos surpassed 100K plus views, significantly outperforming static and brand-led assets
• UGC style Reels delivered the highest engagement per view, with family-led, recipe-driven, and food-in-action content consistently ranking as top performers
• Incentive-based and participatory format such as giveaways and community moments, amplified reach and sustained engagement when paired with authentic storytelling
Key Takeaway
By building a structured yet flexible UGC system grounded in creator authenticity and performance insights, we were able to scale content efficiently without sacrificing brand trust or creative quality. This program demonstrated how always-on UGC can serve as a reliable growth lever across both organic and paid social when guided by a clear strategy and iteration.
• Drove 1.5M plus total views across Instagram content, with paid views exceeding 1.4M during peak periods
• Generated over 10K total engagements across organic and paid content, with engagement rates reaching 6 to 7 percent on top-performing UGC
• Multiple creator-led videos surpassed 100K plus views, significantly outperforming static and brand-led assets
• UGC style Reels delivered the highest engagement per view, with family-led, recipe-driven, and food-in-action content consistently ranking as top performers
• Incentive-based and participatory format such as giveaways and community moments, amplified reach and sustained engagement when paired with authentic storytelling
Key Takeaway
By building a structured yet flexible UGC system grounded in creator authenticity and performance insights, we were able to scale content efficiently without sacrificing brand trust or creative quality. This program demonstrated how always-on UGC can serve as a reliable growth lever across both organic and paid social when guided by a clear strategy and iteration.
Content owned by Sofina Brands and produced by creators managed by myself at Bob's Your Uncle Agency
