Since mid-May, air up has commissioned 24 creators via Speekly to create content in german, italian and dutch for 5 different markets.

UGC ready to take-off

In May 2022, air up began testing UGC ads with an in-house UGC strategy. Content and the associated buyouts were sourced from influencers with whom the company was already working. Right from the start, it became clear that UGC clearly outperformed traditional brand ads. However, due to the complex internal process, UGC could not be scaled to the desired extent.

Strategie und Ziel

Um im erheblichem Umfang UGC zu sourcen, setzt air up nun auf Speekly, um diverse Video Ads aus verschiedenen Blickwinkeln zu produzieren. Das Ziel: Kontinuierlich eine Bibliothek aus UGC Ads aufzubauen, aus der man sich gezielt bedienen kann, um den TikTok und Meta Ads Manager mit performenden Creatives zu bestücken.

Creative Brief

air up setzt auf kurze UGC Videos von etwa 30 Sekunden Länge, die marktübergreifend für verschiedene Angles nach dem gleichen Prinzip gebrieft werden:

Videoablauf

Die Videos bestehen aus einer Mischung aus B-Roll-Material und Szenen, in denen der Creator direkt zum User in die Kamera spricht. Hierbei wird immer mit einem aufmerksamkeitserregendem Hook begonnen, woraufhin das Problem beschrieben wird. Anschließend folgt die Lösung, inklusive Produktvorstellung. Das Video endet mit einem Call-to-Action. Jede Szene wird einzeln, vom air up Team mit einem O-Ton und visuellen Sequenzen für die Szene, an den Creator gebrieft.

*Localisation

In order to be able to place trustworthy ads not only in Germany, but also in the german-speaking markets of Austria and Switzerland, the air up team minimally adapts the briefings depending on the market. For example, local habits such as drinking from the tap or refilling a bottle at work, when hiking or doing sport are to be integrated into the videos for Switzerland.

Internationalisation

The company operates in various european markets and customises the video creatives for each market. The company uses Speekly.it and Speekly.nl to source content in Italian and Dutch according to the briefing principle described above.

As this is a global campaign, air up uses Speekly.de to produce videos in which the creator does not speak directly into the camera or provide a voice-over so that the videos can be used for other markets such as France or the UK. The brand can use its internal creative team to add subtitles, buzzwords or voice-overs in the relevant languages.

Impact on performance

air up relies on Meta and TikTok to significantly improve its click-through rate (CTR) in particular. The brand's focus is not just on the number of views or the time viewers spend on the advert, but rather on how many actually reach the online shop.
By testing the first user-generated content ads (UGC ads), air up has already established that UGC ads perform significantly better than traditional internally created image ads, particularly in terms of the click-through rate (CTR). The UGC ads achieved a CTR which was up to 2-3 times higher. The UGC ads achieved a CTR that was up to 2-3 times higher. air up is therefore already well on the way to achieving the performance targets it has set itself with UGC ads.

Patrick Millinger
Sr. Digital Marketing Manager with air up

By working with Speekly, we were able to take our UGC ad rotation to a whole new level compared to last year.

The really large creator pool, the clear & easy-to-understand UX platform – very smooth processes including top support from Speekly despite any attacks from us, have simply won us over. 😊 We are very excited to see where our journey together will take us. We're up for it! 😉