Utilising UGC on Paid Social – Plump It!

Brief

Plump It! came to us at the height of the pandemic; people weren’t going out, sales slumped, and acquisition costs increased. Not only this, but Facebook Advertising Costs had also increased, so we were brought in to find a solution. The solution? User-generated content (UGC).

Approach

Our marketing approach revolved around utilising user-generated content and targeting audiences most likely to engage in social ads and content through split testing strategies. We aimed to refine our campaigns by testing different interests, such as Beauty & Cosmetics versus Beauty Shoppers and experimented with various creatives, including videos featuring Plump It! products. As a result of our marketing expertise, we knew that using platforms such as TikTok, TikTok Shop, and Snapchat, where UGC is most influential and engaging, to carry out these tests would give us the most beneficial results.

To complement our UGC strategy, we produced in-house videos primarily focusing on product demonstrations, with some videos incorporating stop motion 3D techniques. In addition to creating our own videos, we compared influencer-driven content with montage videos to see which style of content was most effective and successful for the client. This was judged on interactions on TikTok, TikTok Shop, and website usage. 

Always keeping the end user in mind, we included step-by-step instructions on product usage in our ads to ensure clarity and guidance for Plump It!’s audience. A key value for our client was that their audience felt confident in the products they were purchasing.

In terms of product messaging, we explored the impact of highlighting lip-enhancing benefits versus emphasising key features of the products, like being vegan, cruelty-free, and the fact that Plump It! offers worldwide shipping. 

Results 

One post. One influencer. 

All it took was one post from one influencer to generate a 635.29% increase in Plump It! orders. This influencer created organic video content to demonstrate the product’s results, which led to a marked increase in website traffic and product sales for the client across their website and TikTok Shop. Following this, we continued to run with this concept and started incorporating even more user-generated content into our advertising strategy for Plump It!.