Lead Content Strategist for P&G's social-led UGC programme

The Client: Procter & Gamble (P&G) – Aussie Hair, Pantene, Herbal Essences, Olay, AiO,

The Output: High-volume User-Generated Content (UGC) for TikTok.

The Brief: To pilot a scalable UGC program leveraging nano, micro, and macro influencers to generate consistent, engaging social content monthly for key haircare and beauty brands.

My Role: Spearheaded the overall content strategy and creative brief development for TikTok creators. Collaborating and learning alongside the P&G media team, we pioneered a novel approach to "hack" the TikTok algorithm, strategically identifying high-impact keywords, defining compelling content pillars, and crafting innovative content angles to drive viral social video production.

The Impact

This program marked our agency as the first to embark on such a significant UGC pilot for P&G's Haircare portfolio, showcasing our innovative capabilities and strategic partnership.

As a pioneering initiative, it demanded significant strategic agility and problem-solving. I successfully navigated complex organisational "red tape" and utilised continuous content analysis to refine our planning. There was a constant need to adapt our strategy to evolving brand objectives, pivoting from pure awareness to driving direct conversion, while balancing creative freedom for creators with core communication mandates.

Launched with P&G’s endorsement in December 2023 with 2 brands (Aussie Hair, Herbal Essences), the program has since expanded to 5 brands and continues to date.

Notably, in its initial awareness-focused phase, Aussie Hair’s 'Tame that Frizz, Get that Rizz' (#NoFrizzAllRizz) campaign surpassed its KPI by an impressive 165%, achieving over 244,000 organic views against a target of 92,000.

Testimonial from the client:

“It has been a joy to work with (agency) over the past 2 years to grow our Beauty brands in Malaysia and Singapore. The team possesses a strong understanding of the consumer, local market insights, beauty trends as well as each of our brands’ unique needs, which has resulted in great campaigns and high quality in-market execution. The team is also highly agile and adaptable to the fast-paced and highly competitive beauty landscape, and have been great partners in piloting new media/marketing models and ways of working.”