Aria Lattner - Organic UGC — Mariko Jana Studio

The Project

One of my primary focuses when launching Aria Lattner’s first apparel product was to stimulate online virality by incentivizing as much organic user generated content as possible. Because its launch coincided with the onset of the pandemic, the jumpsuit initially found its niche as a piece of luxury stay-at-home loungewear as well as an ideal at-home yoga outfit. Based on this feedback, I devised a series of giveaways, online yoga challenges, and other incentives for customers and organic influencers to contribute featured content that could be repurposed for ad creation and overall brand awareness. By the end of my tenure, over 1500 real customers and organic influencers had submitted 6000+ photos and videos featuring this single product—all at no expense to the brand outside of product costs. The remixed videos I created from the resulting content triggered a 2.5x increase in return on video ad spend in the first year.

Scope of Work

Conceive and implement comprehensive strategies to incentivize organic user generated content creation. Supervise groups of influencers to deliver brand-aligned content for Instagram challenges and organic social media posts. Produce a multimedia campaign with an emphasis on creating remixed videos from the resulting customer and influencer content. Provide relevant copywriting and video editing—informed by user feedback and A/B testing—to accentuate the authenticity of the social proof and highlight the product’s value propositions in comfort, versatility, and eco-sustainability.

Web landing page for monthly giveaway, featuring aggregated feed of user generated content tagged on organic Instagram posts.

Remixed customer testimonial video for Facebook, Instagram, and TikTok ad placments.

Remixed influencer video for Facebook, Instagram, and TikTok ad placements.

Remixed customer video for Facebook, Instagram, and TikTok ad placements.

Remixed influencer testimonial video for Facebook, Instagram, and TikTok ad placements.

Remixed customer testimonial video for Facebook, Instagram, and TikTok ad placements.

Remixed yoga influencer video for Facebook, Instagram, and TikTok ad placements.

Organic User Generated Content

for Aria Lattner

2019 - 2023

The Project

Scope of Work