With their new Speekly UGC ads, YAZIO wants to test new target groups through native referral marketing in 5 different countries and encourage in-app purchases of the YAZIO PRO version.

Challenge 1 - Digital product: Digital products require more explanation than physical products. Many tech customers are therefore faced with the challenge of communicating a digital product and its benefits to their target group in a way that is easy to understand. The application/use of the digital product cannot be depicted in a simple and understandable way using statics alone. This is where UGC presents a great opportunity. Within a UGC video, a creator explains the functions and special features of the product in simple language. They can empathise very well with the customer's target group and explain the product quickly and comprehensibly in an authentic and approachable way.

Challenge 2 - International campaign: UGC sourcing in 5 different countries is significantly more complex than sourcing in the DACH region. UGC is already well established in German-speaking countries, which is why the supply of content creators is very high. The situation is different outside the DACH region. Especially in southern countries such as Italy and France, but also in the Netherlands, UGC is a relatively new market. Accordingly, the demand for UGC creators cannot be met as well and brands have to invest significantly more work in creator sourcing. UGC management within international campaigns is also a major challenge. Not every brand has UGC managers who understand the respective language and can lead the management. Therefore, most brands communicate & design briefings in English, which creates the risk of misunderstandings in communication leading to errors in production.

YAZIO faced these challenges with the support of Speekly. YAZIO tested 2 different briefing angles, both with an extra hook. For this, 9 creators from 5 different countries were commissioned. The videos had average duration of 30 seconds. The hooks differed from video to video, particularly visually, in order to carry out precise hook testings. The commissioned creators each produced 2 testimonials with an extra hook, so that a total of 36 videos were created through this collaboration. The ads were then tested for performance on Meta and TikTok.

Both the creation of the briefings and the creator communication were carried out by native speakers from the Speekly team. This ensured that there were no misunderstandings that could lead to errors in the production process.

In order for the creators to present the product well enough, we supported them with a detailed briefing. We provided them with precise visual guidelines on how to present an intangible product in an exciting way. The creators were not only told to show the app on the mobile phone, but also visually present their interests and show the everyday situations in which they use the app.

Briefing Angle 1:

The key message of this 30 second UGC video is to find the right balance & start approaching a diet in a healthier way. YAZIO supports its users in achieving their individual goals without denying themselves certain foods. The YAZIO app was presented by the creators as an assistant that turns food tracking into something positive.

Briefing Angle 2:

The key message of this 30 second UGC video is to encourage users to pursue a healthier lifestyle with YAZIO. The creators have illustrated that YAZIO worked as a fun and flexible supporter for maintaining one's own health and fitness.

• Testing time span:
  01.03.-30.04.2024
• Briefing Angle:
  • Briefing Angle 2 worked better than Briefing Angle 1
  • Comparing candy to a healthy snack worked best as far as hooks went
  • Interpretation: The target group responded very well to the topics "dieting" and "losing weight". However, the creators did not depict the target audience as good as possible. The creators were slim and fit which is why using creators who would like to lose weight themselves would have been a better pick for this campaign.
• Comparison between countries:
  • The ads published in Italy and the Netherlands performed the best. Italy had an ROAS average of 0,51 while the Netherlands had an average ROAS of 0,39. When comparing YAZIOs own ads with the ads that we produced for YAZIO, it is safe to say that ours performed much better with regard to the CPAs (Cost per Acquisition):
  • 36,09 € (CPA) instead of 42,11 € (CPA) in Italy and 73,98 € (CPA) inestad of 80,20 € (CPA) in the Netherlands.
  • When looking at the numbers in the US, there was a significant increase in the scroll stopping rate which was 67,53%. This did unfortunately not coincide with the conversion rate which was quite low. We assume that the hooks were exciting enough but the story telling was not. In the US, UGC ads are often times very direct and extreme with their communication and tend to make some very bold and exaggerated claims. If this style is not depicted in the ads, the target groups don't really show much interest.
  • The ads we published in France did not do as great as we had hoped, even though the audience seemed interested at first (scroll stopping rate of 47,70 %). It is important to mention, that the videos were created by an Italian creator who speaks French. The Italian accent might have caused a dip in the performance due to the lack of identification with the creator.
  • The ads published in Germany did mediocre but they still performed well with a ROAS of 0,50 which is great compared to Italy. If the focus would have been more on the hooks and creators, this ROAS could have been even better. We are planning to incorporate more exciting hooks and use older creators that better fit the target group.
• Testing results:
  

Klara Stahlhut
Senior Performance Marketing Manager at YAZIO

‘Speekly was a very valuable support during our peak season, significantly expanding our internal creative resources at short notice so that we could implement and test UGC concepts on an international level. Despite the potential for optimisation in terms of ad performance, we were impressed by both the smooth communication and the individual support, which is why we will continue to rely on their expertise in the future.’

Speekly personally supported the brand in order to realise the extensive project without any problems. After an initial kick-off call and receipt of the briefings from Yazio, Speekly put the jobs live on the platform and dedicated itself to creator sourcing. After the final creator selection, Speekly also took over the holistic creator management, including communication and feedback loops. The editing of the final creator videos with subtitles, background music, call-outs and CTAs also took place in-house at Speekly.

All of this is only possible thanks to Speekly's managed service team, which supports brands with projects from A to Z and ensures that the wishes and goals are incorporated into the customised UGC strategy of the respective brand.
Do you also urgently need support and want a partner at your side who really understands UGC marketing and sourcing? Then get in touch with us or make an appointment directly with our Managed Service Team!

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