Curated Culture
Curated Culture is a Singaporean brand offering science-backed health and wellness beverages, including probiotic teas like Relax Lychee Rose, developed by NUS food scientists to promote gut health and overall well-being.
Project Overview
Services
Ad Creative Strategy
UGC Strategy & Management
Company
Skaleit
Curated Culture lacked high-performing ad creatives and had no clear strategy for producing them. They needed compelling ads to drive conversions. I led the ad creative strategy and managed the UGC content creation process, ensuring their campaigns were engaging, data-driven, and optimized for performance.
Execution
I designed a performance-driven content strategy, incorporating static visuals, direct-response ad copy, and UGC videos. We collaborated with local creators, instructing them to submit raw clips for me to edit, enabling us to test multiple variations.
1. Analyzing the Target Audience
Along with media agency, we conducted in-depth research on their target audience, identifying key pain points and challenges. This allowed us to craft ad angles that provided clear, relatable solutions, such as addressing stress and fatigue for 9-to-5 professionals and busy parents.
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2. Developing a Comprehensive Performance Content Strategy
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Static Ads: We tested 5–10 variations per concept and angle, tailoring them to different audience segments.
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UGC Video Ads: Using direct-response copywriting frameworks, we focused on strong hooks in the first three seconds to boost CTR and lower costs.
3. Testing and Optimizing Creatives:
We implemented an iterative testing process to refine hooks, angles, and creatives in both static and video formats. By continuously optimizing based on key performance metrics, we achieved higher engagement rates and more cost-effective results.
UGC Management
I managed the entire UGC process, from sourcing creators to final content delivery. I aligned content with client goals, product features, and audience insights, providing creators with detailed briefs and shot directions. Overseeing everything from creator management to editing and final execution, I ensured that each piece of UGC was optimized for conversion.
Results
In just 45 days, we launched over 50 ad creatives, including static visuals and UGC videos, driving an impressive 87% revenue increase and a 39% reduction in CAC.
By prioritizing creative performance and segment-specific messaging, Curated Culture successfully improved profitability and achieved scalable, sustainable growth.
