SHC - UGC/Influencers

People trust People.

"There was a gap between brand owned creative and that which was resonating with consumers, but influencer rates continued to skyrocket...

Once tested, my ‘in-house’ UGC strategies delivered top performing ad creative with CTRs 3x greater than traditional branded placements."

Why UGC?

People trust people. Plain and simple.

Today, post purchase surveys often place influencers at the top of the list, it's how consumers are discovering, connecting, and choosing to purchase. Influencers no longer serve only top of funnel needs, they're leading in every stage of the marketing funnel. That being said, influencer partnerships, particularly when negotiating whitelisting usage rights and content ownership can cost companies more than anticipated! Companies also then suffer from being too influencer focused, lacking in owned content, and seemingly losing consumer trust with too many "paid" endorsements.

Enter "in-house" UGC. While this misnomer seems conflicting, content that is brand owned and delivered in UGC style is a powerful and necessary integration for future-minded brands seeking to stay culturally relevant. Content designed as UGC builds brand authenticity, meeting consumers where they already play, feeding into the trends and behaviors in which they already engage.

As a marketing professional with 12+ years in brand and influencer strategies, the biggest gap I saw in making UGC a more efficient and regular lever for marketing teams was in-house talent capable of bridging social, content, brand, and business expertise so as to to produce owned creative that connects & delivers– AND (here's the kicker), a candidate willing and prepared to tackle the responsibilities of camera-facing ambassador in addition to their already existing JD.

Stephanie H.

UGC Creator with 12+ years brand marketing expertise...

SHCreativeConsulting.com

stephh

Expertise

Stephanie's passion for storytelling stems from a degree in Journalism and Marketing Strategy, but it's her decade+ of industry practice that's equipped her with a uniquely compelling approach to modern marketing.

Serving some of the most recognized brands in their respective categories, Stephanie brings a wealth of industry experience including Nike Women's & Training Brand Marketing, McDonald's Social Media Strategy, Comms/Public Relations - Dr. Gary Chapman, Five Love Languages, and most recently, Head of Partnerships- Willow Pump where she spearheaded the design and implementation of all talent strategies boosting cultural engagement and cultivating new quality traffic with improved share of voice.

Practicing a deep knowledge of trends in each vertical & working closely with creative, comms, and executive leadership, Stephanie exercises a balance of creativity, strategic planning, and operational rigor that drives reach, engagement, and conversion.