UGC
0
UGC Creators Onboarded Monthly
Ad-Ready Videos Delivered Monthly
0
Highly Targeted Creator Strategy
0+ age
Ongoing
Active Campaign
About Brand
SovaSovaHealthHealthisisIndia'sIndia'sfirstfirstfull-stackfull-stackgutguthealthhealthcompany,company,offeringofferingadvancedadvanceddiagnosticdiagnostictoolstoolsthatthatleverageleverageIndia'sIndia'slargestlargestproprietaryproprietarygutgutmicrobiomemicrobiomedatabasedatabase——builtbuiltfromfromwhole-genomewhole-genomesequencingsequencingofofoverover35,00035,000samplessamples——totoidentifyidentifythetherootrootcausescausesofofmetabolic,metabolic,immune,immune,andandmentalmentalhealthhealthissues,issues,pavingpavingthethewaywayforfortargeted,targeted,personalisedpersonalisedinterventions.interventions.FoundedFoundedbybyTanveerTanveerSinghSinghandandMaxMaxKushnir,Kushnir,SovaSovaHealthHealthhashasbecomebecomeaamarketmarketleaderleaderinindirect-to-consumerdirect-to-consumergutgutmicrobiomemicrobiometesting,testing,withwithcloseclosetoto100,000100,000unitsunitssold.sold.UnlikeUnliketraditionaltraditionalapproachesapproachesthatthatfocusfocusononsymptomsymptommanagement,management,Sova'sSova'sgutgutmicrobiomemicrobiomeanalysisanalysisidentifiesidentifiesthetherootrootcausecauseofofdigestivedigestiveissuesissuesatatthethesourcesource——withwithearlyearlyadoptersadoptersreportingreportingsignificantsignificantimprovementsimprovementsininchronicchronicdigestivedigestiveconditions,conditions,reducedreducedsymptoms,symptoms,andanddecreaseddecreaseddependencedependenceononconventionalconventionalmedication.medication.
Campaign Objective
TheTheprimaryprimaryobjectiveobjectiveofofthisthisongoingongoingUGCUGCcampaigncampaignwaswastotoproduceproduceaaconsistent,consistent,high-qualityhigh-qualitylibrarylibraryofofad-readyad-readyvideosvideosthatthatwouldwouldmakemakeSovaSovaHealth'sHealth'sgutgutmicrobiomemicrobiometesttestfeelfeelimmediatelyimmediatelyrelevant,relevant,accessible,accessible,andandtrustworthytrustworthytotoaahealth-conscioushealth-consciousIndianIndianaudienceaudienceagedaged3030andandabove.above.ByBytargetingtargetingcreatorscreatorsininthisthisspecificspecificageagebracketbracket——peoplepeoplewhowhoarearemoremorelikelylikelytotobebeactivelyactivelyexperiencingexperiencinggutguthealthhealthconcernsconcernssuchsuchasasbloating,bloating,IBS,IBS,acidity,acidity,andandmetabolicmetabolicissuesissues——weweaimedaimedtotocreatecreatecontentcontentthatthatspeaksspeaksdirectlydirectlytotothethelivedlivedexperiencesexperiencesofofSova'sSova'shighest-intenthighest-intentpotentialpotentialcustomers,customers,drivingdrivingbothbothawarenessawarenessandandconversionsconversionsthroughthroughauthentic,authentic,relatablerelatablestorytelling.storytelling.
What We Did
We executed a highly targeted, ongoing UGC campaign by carefully sourcing and onboarding 10 creators every month — specifically selecting individuals aged 30 and above who were genuinely dealing with gut health concerns that Sova's microbiome test could help address. This age-first creator sourcing strategy was a deliberate and powerful creative choice: by putting the product in the hands of people who authentically represent Sova's core target audience, every video felt credible, relatable, and deeply resonant rather than performative. Each creator produced an authentic, ad-ready video centred around their personal gut health journey and how Sova's at-home gut microbiome test offered them real, science-backed answers — creating a monthly pipeline of 10 high-quality content assets that Sova could immediately deploy across their paid performance marketing channels.
Results
TheThecampaigncampaignhashassuccessfullysuccessfullybuiltbuiltaapowerful,powerful,sustainedsustainedpipelinepipelineofofhigh-quality,high-quality,performance-readyperformance-readyUGCUGCforforSovaSovaHealth'sHealth'sdigitaldigitaladvertisingadvertisingefforts.efforts.WithWith1010fresh,fresh,authenticallyauthenticallytargetedtargetedcreatorcreatorvideosvideosdelivereddeliveredeveryeverymonth,month,thethebrandbrandnownowhashasaacontinuouslycontinuouslygrowinggrowinglibrarylibraryofofcredible,credible,age-targetedage-targetedcontentcontentthatthatspeaksspeaksdirectlydirectlytotothethelivedlivedexperiencesexperiencesofofIndia'sIndia'smostmosthealth-conscioushealth-consciousdemographicdemographic——makingmakingSova'sSova'sgutgutmicrobiomemicrobiometesttestfeelfeelnotnotjustjustscientificallyscientificallycredible,credible,butbutpersonallypersonallyessentialessentialtotoeveryoneeveryoneagedaged3030andandaboveabovewhowhohashasevereverwonderedwonderedwhat'swhat'sreallyreallygoinggoingononinsideinsidetheirtheirgut.gut.
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