Hi again, CDM!
These are some ads I worked on for clients in the past as a UGC-focused Creative Strategist and Copywriter before we go into one recent project to show my process:
PORTFOLIO FOR CDM'S MASTER OF DIGITAL MEDIA APPLICATION
What exactly are UGC ads? Why that?
UGC (User-Generated Content) advertising uses real content created by customers or creators, using videos, photos, reviews—to promote a brand. The goal is to make ads feel native to platforms such as Instagram, Facebook, and TikTok. It works because it feels authentic, relatable, and trustworthy, helping brands connect with audiences while using careful planning and strategy to drive higher engagement and conversions.
Previous Clients
Content Strategy Work for Advertising
Content and creative strategy for User-Generated Content ads under Creative Milkshake Amsterdam made for various social media platforms such as Instagram, Facebook, TikTok, and Snapchat.
As a Senior Creative Strategist and Copywriter, I worked for the leading TikTok and Meta Creative Partner agency called Creative Milkshake Amsterdam and handled a diverse set of clients for paid social media campaigns. This has given me the opportunity to work on user-generated content strategies and lead the conceptualization of paid ads that keep up with trends across various social media platforms.
Role details: I was in charge of paid ad research, proposing content briefs for clients, scripting storyboards, copywriting, and reviewing ads.
I’ve worked on clients such as Amazon Portugal, N26 Banking, Hill’s Science Diet, Pret a Manger UK, Loop Earplugs, and many more brands in the food and beverage, gaming, e-commerce, banking, clothing, and skin care industry.
Strategy and Research Decks
I would start by doing creative research, which involved social listening, watching competitor ads, and looking for current trends. After doing research, we would pitch a deck to the client team and wait for approval. Once approved, I would start on the storyboard and scripts that would become the final ads.
Old pitch deck for Spoke Clothing:
Previous videos I worked on as Creative Strategist + Copywriter:
(Disclaimer: Due to NDAs from clients and agency legal limitations I am unable to disclose the statistics for these ads, but would otherwise.)