In Season Jewelry
100 VIDEO UGC PROJECT
As the lead on In Season Jewelry’s 2024-2025 UGC influencer project, I drove the strategy and execution that transformed everyday family moments into a polished library of over 100 versatile video assets. By managing a network of 300+ creators, coordinating a London-based content shoot, and ensuring all deliverables aligned with the brand’s vision, I delivered the campaign under budget while exceeding growth expectations.
PROJECT GOALS:
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Build a scalable 100 video library for In Season Jewelry's best-selling pieces
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Cultivate fresh relationships with creators while strengthening existing ones
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Ensure diversity across talent and content style, focusing on the connection between parents and children
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Brief relatable and versatile UGC content themes adaptable for Instagram, TikTok, paid ads, and e-commerce
CAMPAIGN HIGHLIGHTS
Produced a comprehensive content library highlighting the brand’s 100 best-selling jewellery items.
Delivered three distinct content themes (jewellery unboxing, mum’s POV, GRWM styling videos) to maximise relatability and platform adaptability.
Executed a hybrid approach: a combination of home-produced creator and studio-shot UGC content to cover all creative concepts while balancing authenticity and quality.
Surpassed engagement expectations after sharing the content, despite brand awareness not being a primary objective for the project.
Expanded In Season Jewelry’s creator database with 300+ additional contacts, building a strong foundation for future partnerships.
CONCEPT BREAKDOWN
Mum’s POV:
Talking-to-camera content showcasing the discovery of a trusted children’s jewellery brand, building parent-to-parent credibility.
Jewellery Unboxings:
Children/parents revealed and described their jewellery pieces with overlays, music, and voiceovers to bring authenticity and charm.
OOTD & GRWM Styling: Everyday outfit integrations with jewellery, often shot as parent & child duos, creating aspirational yet relatable moments.
RESULTS
While the campaign was focused on content creation, the results extended far beyond:
Content utility for ads
The 100 videos produced expanded In Season Jewelry's creative library, now actively used for paid advertising and whitelisting campaigns (maximising ROI across Meta and TikTok).
Brand platform integration
In Season Jewelry launched a UGC content section on its website, creating a more engaging, lifestyle-driven shopping journey.
Community growth
The brand’s Instagram community grew by 7.6K followers within the first 3 months of launching UGC on the feed, marking a 35% increase driven by the 3 utilised content themes.
Creator network expansion
Relationships with micro and mid-tier creators were deepened, providing a cost-effective long-term strategy for future campaigns (+300 new faces added into the creator database).
Strategic continuation
Following the campaign’s success, the client began exploring an ongoing UGC initiative to expand coverage beyond the initial 100 best-selling jewellery pieces. The goal would be to build authentic content for their full 2,000+ product catalogue and refresh product pages with relatable, real-life visuals that enhance the shopping experience.