Market Mix - 🔍 UGC is the new word of mouth

Hey, Alex here.

I’ve said this many times before in Marketing Examined. We only partner with brands or businesses we use, know, and trust. And a lot of times brands that I used in the past when I was a CMO or heading growth.

One of those brands was Mini Social. 

And for good reason.

Because there’s a big difference between you talking about your brand and pushing product vs. an influencer or creator talking about your brand and pushing product.

Because user-generated content is the new word of mouth. 

And it impacts both digital and in-person word-of-mouth.

Which we’ve seen outperform traditional media across organic and paid social.

The 5M views UGC playbook

Spotlight Oral Care worked with Mini Social to push their Teeth Whitening Pen on TikTok.

So, Mini Social did their research and hand-picked 50+ creators with a cumulative following of 584,000 followers.

And the goal was for the creators to create demo videos featuring the product that would drive organic engagement and also perform well on paid.

The result was a library of 50+ UGC videos on TikTok - which isn’t the best part…

The campaign racked up 5 million views and drove over $30,000 in earned media.

Which in comparison to the $2k Oral Spotlight invested – I’d say they earned a return on spend.

So, here’s the pitch - if you want:

Then I highly suggest working with

And because you’re a Marketing Examined reader - then let Kirsten know I sent you and she’ll knock off 15% off your first campaign.