UGC creative system for a DTC brand
Two angles become nine: a matrix that organises three months of ad supply.
Labelled as “In-house production”. This piece shows how ViralBP thinks and works. It is not a client reference and contains no result figures.
"Price was never the problem."
Situation
An account with stable spend and two working creatives that were losing effect. Every new ad was a variation of the same idea, because nobody had collected the reasons to buy systematically.
Idea & strategy
An angle bank built from reviews, support tickets and comments. From it, three new reasons to buy, three hooks each — a nine-cell matrix instead of a list of videos.
Casting logic
One creator type per angle: heavy user, sceptic, first-time buyer. Different speaking positions are part of the test, not an accident.
Production
One shoot day per creator, delivered as a long cut plus three hook variants, subtitles and format versions included. Named by angle-hook-variant so analysis stays possible.
Amplification
Cell-by-cell tests with equal budget per cell, winners in rotation, losers documented rather than deleted.
Measurement & learnings
Assessed on hold rate, click rate and cost per purchase per cell. The matrix replaces opinion with attribution — even when an uncomfortable cell wins.
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