i led a team of 10 creators through playkit’s ugc diary platform, managing everything from briefs and feedback to campaign direction. i made sure all the videos aligned with brand goals but still felt natural on tiktok. it performed really well brands repurposed the content for paid ads, engagement went up, and a few creators even got long-term collabs out of it.

first thing i’d do is really understand who we’re talking to women juggling a lot who still want to feel strong, confident, and in control. i’d build out a few creative angles around that (like “energy without burnout,” “daily routine glow-up,” and “strong is the new soft”).

on tiktok, i’d lead with creator-led content that feels like real life routines, small wins, and “what’s in my morning lineup” type of videos. i’d seed products to creators who actually fit the vibe and let them film in their own tone so it doesn’t feel ad-y.

for meta, i’d pull the best-performing tiktoks and turn them into ad sets pair those videos with clean static visuals, simple copy, and headlines that hit benefits fast. i’d also set up retargeting for anyone who visits the site but doesn’t buy yet.

yes! for many class projects.