Sample Answer
At my last company, I led creative for a legacy CPG brand whose VP of Marketing was very skeptical of UGC-style content. They’d relied on glossy TV spots for years and saw social as purely a reach play. I proposed shifting 20% of their paid social budget into creator-led, lo-fi video focused on mid-funnel education. Instead of pitching it as “cool creative,” I framed it as a controlled test. I brought competitive examples, platform benchmarks, and a simple test design: A/B against their existing polished assets on the same audience, same budget, same flight. I also showed a risk cap: max 20% of spend for four weeks. We launched with five micro-creators and 12 concepts. The UGC-style ads drove a 38% lower CPA, 2.3x higher view-through, and a 19% lift in aided recall in brand studies. After seeing the numbers, that same VP approved rolling the approach out across three additional product lines the next quarter.
Keywords
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