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UGC Production Lead
Key Skills
Creator Management
Influencer Marketing
Creative Production
Producing
Project Management
Directing Operations
User Generated Content Production
Key Achievement
Starting from scratch, I successfully created a UGC production process for the company. With my process and UGC community I built, we were able to complete more than 350 UGC projects in 2022 alone, bringing in more than $X in revenue.
Background.
Independently, I created a process that enables AdLiven to provide the highest-quality UGC advertising services and solutions for our clients. A company that since birth only specialized in traditional digital design ads can now offer influencer marketing options for more effective content that reaches the right audiences.
I created an innovative influencer marketing production process from scratch. Even a year after launching, I still manage our UGC efforts to ensure we continue to develop alongside the ever-growing industry. My UGC and influencer marketing management knowledge helps us to deliver better results for our clients and to build strong relationships with them.
Challenge.
At the time, no one in the company had much prior knowledge and experience to contribute to the plan for the internal UGC process. Though I initially worked under the creative director while on the Creative Team, I led and managed the initiative completely independently.
Key Steps.
Starting fresh, I used my journalism skills to deeply dive into the Influencer Marketing industry. My research expanded on what I already knew through my experience. After careful analysis, the results revealed that it would be most effective for AdLiven to build out our own UGC Community rather than work with UGC agencies or other software/platforms. I took on the task with a few of the following steps, but certainly not limited to:
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Fully independently, I created a process for all department stakeholders including client-facing, creator-facing, and internal. I provided all foundation documentation.
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While building our UGC foundation, I produced all UGC projects 100% independently. Creative Coordinators are now fully trained to complete these tasks with my oversight.
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To best build a community of creators, I investigated working with an agency from their perspective by joining “UGC Creator Communities” on their popular platforms. I focused on building particularly strong relationships with the first few creators that joined the company's creator community.
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Considering what is best for business for both the client and my company, I formulated a universal tiering system including rates, concept categories, expenses, and examples for each. This structure enables the internal creative team and the client to be aligned throughout the production process.
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Focused on innovation, I'm now starting a new initiative to create a UGC Platform. In the future this would bridge UGC with Product Engineering, allowing Adliven more buying appeal. For now, I'm creating a beta website independently.
Outcome.
The company now has regular UGC requests from our gaming partners, a continuously growing diverse UGC Community, and top-performing creatives with an impressive industry-low turnaround time.
Related Achievements.
In addition to leading UGC efforts internally, I've been the voice of UGC for the company on all fronts.
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I interviewed, wrote, and edited an article published on the company website and social about UGC vs. Influencer Marketing.
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This time as the interviewee and editor, I provided detailed guidance on an additional UGC article published on the site.
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I join client and partner relations calls to answer any UGC-related questions.
