I’d create “micro” mom stories showing daily rituals… a 30 second clip of a mom doing her morning power matcha, a quick talk about energy crashes and how this product helped, then a transition into her getting work done or playing with her kids. We’d pair that with a short challenge like “Try 7 days of your matcha ritual and show me your before + afret and lean into the subscriber savings model. Short, high impact, and rooted in a relatable modern mom performance mindset.

I led a UGC campaign for a fitness and coaching product where we sourced microcreators to film authentic “first-try” and DITL videos. We tested the best performing clips as ads on TikTok and Meta, and those creator led assets outperformed branded creative by 40% and cut CPA nearly in half. The mix of actual user content and rapid creative testing made the launch take off.

I’d approach the launch by validating the product narrative first and then scaling what converts. On TikTok Shop, I’d seed the product with creators using low friction briefs and let UGC dictate which angles resonate. Once we see winning hooks and formats, I’d turn those into paid ads through Spark to drive fast, native conversions. On Meta, I’d build a simple performance structure of course, broad targeting, 3ish creatives based on those same winning TikTok narratives and then optimize for both add to cart and purchase events. I’d would then set up a tight landing flow, strong retention loop via email and sms then do daily creative testing to keep CPL and CAC stable as we scale.