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CASE STUDIES
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2026
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Lumina Clippers
How I Built the UGC Arm of Lumina Clippers | The Creator Factory
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CLIENT
Lumina Clippers
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TIMELINE
13 weeks
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OVERVIEW
The starting point: A 2x Forbes mentioned clipping giant with UGC left on the table
Lumina Clippers came to me with a clipping engine that was already enormous and a UGC division that barely existed.
By the numbers it was a monster. 62,000+ creators and over 16 billion views in just twelve months across TikTok, Instagram Reels, YouTube Shorts, Facebook and X. Pay per thousand views, 2x Forbes mentioned, world class at clipping.
What it did not have was a real user-generated content division. UGC was an afterthought bolted onto a clipping-first business. Same creators, same reach, same infrastructure sitting right there, and almost none of it pointed at the thing brands ask for most: original creator content that builds trust and converts.
Closing that gap was the job. As Head of UGC I built the arm from the ground up, and the build made the internal case for treating UGC as a core channel rather than a side product.
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CHALLENGES
The insight: UGC is distribution, not just assets
Most people, including most agencies, get UGC wrong. They treat it as a video file handover. A creator films a clip, sends the file, you run it as your own ad, done by the afternoon. That is a production model. It is not a growth channel.
The model I built runs on different logic. Creators post original brand content to dedicated accounts, often spun up and warmed fresh for the campaign, then keep posting across a contracted run with a real post commitment. Distribution is algorithm-driven on the creator's own account, which means account health and content quality matter far more than follower count. When a video works, you pull the spark code and put paid weight behind content the audience has already validated.
That is the difference between buying videos and building distribution.
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SOLUTIONS
What I built: the UGC engine, end to end
This was not a strategy deck. It was the operating system for a UGC division, built end to end.
Acquisition. A full paid campaign in Meta Ads Manager to bring creators onto the platform. Broad targeting across the US, Canada, UK and Australia, clean pixel and UTM setup, every signup traceable to source. This was the top of the funnel that fed the entire supply operation.
Conversion. VSL scripts that turned cold traffic into signups, split for two very different audiences: experienced creators who needed the money and reliability story, and beginners who needed the confidence and how-it-works story.
Supply. The hardest part of any UGC platform. Two distinct tracks: a bilingual international intake pipeline, mirrored into English so the ops team could read every response, and an English-speaking pipeline across the US, Canada, UK, Australia and Europe, with the outreach systems to feed both.
I also ran a full redesign of the creator portal and shipped a design system ready for engineering handoff, because a creator platform lives or dies on whether the experience feels trustworthy and calm.
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RESULTS
The result: UGC became a strategic priority
By the end, the UGC arm was not a side experiment. It had its own acquisition engine, its own funnel, its own supply operation and its own product surface. UGC went from afterthought to a channel leadership was actively resourcing, with signup volume as the phase-one metric and a stated goal of onboarding 5,000 creators.
That is what changes a company's mind. Not a slide that says UGC is powerful. A working machine that proves it.
This is the system I run now
The Creator Factory is built on the same discipline: UGC as an owned distribution, not a folder of clips. Creators building brand accounts from zero, posting at volume into algorithmic reach, with the winners amplified as paid.
The difference now is focus. At Lumina, UGC was one arm of a clipping-first network. Here it is the whole business, sharpened for startups and run tighter than it ever was as a side channel.
If your UGC so far has meant paying for videos and hoping they work, this is the other way to do it. Tell me your product and your goal, and I will show you what a performance UGC campaign looks like pointed at your brand.
13 weeks
Timeline
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CASE STUDIES
