We designed and launched a complete influencer and UGC coordination program for PureRoots Naturals — building a network of 180+ vetted creators, generating 420+ authentic content pieces in 6 months, reducing customer acquisition cost by 54%, and turning real customers into the brand’s most powerful marketing channel.
Influencer Strategy & Tier Framework, Influencer Discovery & Vetting System, UGC Program Design & Creator Onboarding, Campaign Brief & Guidelines Development, Influencer CRM & Relationship Management, Content Rights & Licensing Framework, UGC Collection & Curation Pipeline, Influencer Content Amplification Strategy, Performance Tracking & ROI Attribution, Brand Ambassador Program Design
Tools & Platforms Used
Notion, Airtable, Modash, HypeAuditor, Instagram, TikTok, YouTube, Google Sheets, Canva Pro, Google Drive, Zapier, Slack, Later (scheduling), Shopify (affiliate tracking), UpPromote (affiliate/ambassador), ChatGPT API (OpenAI), Typeform, Loom, WhatsApp Business, Gmail (outreach sequences)
Project Year
2025
The Overview
PureRoots Naturals is a D2C Ayurvedic skincare brand, offering a curated range of 18 products — from kumkumadi face serums and turmeric body scrubs to neem-tulsi cleansers and saffron night creams. Every product uses clinically-tested Ayurvedic formulations, sustainably sourced ingredients, and eco-friendly packaging. Their products are genuinely excellent — 4.6-star average across 3,200+ reviews on their Shopify store.
But PureRoots had a visibility problem. In India’s hyper-competitive D2C skincare space — where Mamaearth, mCaffeine, Plum, and Dot & Key spend crores on influencer partnerships — PureRoots was invisible. Their products were better than half the “viral” brands on Instagram, but nobody was talking about them. No unboxing videos. No “get ready with me” features. No dermatologist reviews. No before-and-after transformations.
They’d attempted influencer marketing twice. The first time, they sent free products to 50 Instagram accounts with over 100K followers. Result: 4 posted (out of 50), the posts looked like ads, engagement was terrible, and they couldn’t track a single sale. The second time, they paid ₹2.5 lakh to a single macro-influencer with 800K followers. The Reel got 45K views but generated exactly 11 website visits and 0 orders. Total ROI: negative ₹2.5 lakh.
PureRoots was doing what most brands do — treating influencer marketing as “send products and pray” or “pay one big influencer and hope it works.” Both approaches are fundamentally flawed. Influencer marketing is a system, not a gamble. UGC is a pipeline, not an accident.
We built a complete influencer and UGC coordination program — from tiered influencer strategy and creator vetting to campaign briefs, content rights management, UGC collection pipelines, brand ambassador programs, and ROI attribution — transforming PureRoots from invisible to omnipresent in India’s skincare conversation, powered by authentic voices, not ad spend.
The Challenge
Zero Influencer Strategy: No framework for which influencers to partner with, what content to request, how to brief creators, or how to measure success. “Influencer marketing” meant randomly DM-ing large accounts asking if they’d post for free products. No tiering, no personas, no goals per tier.
Failed Influencer Attempts with No ROI:
Past Attempt
Investment
Result
Problem
Free Product Seeding (50 influencers)
₹1.2L (products + shipping)
4 posted (8% post rate), generic content, no trackable sales
No vetting, no brief, no follow-up, no relationship building — just “spray and pray”
Macro-Influencer Paid Post
₹2.5L (single Reel)
45K views, 11 website visits, 0 orders
Audience mismatch (fashion influencer, not skincare), scripted content felt inauthentic, no CTA optimization, no affiliate tracking
TOTAL
₹3.7L invested
~0 measurable revenue
No strategy, no system, no measurement
No UGC Pipeline: PureRoots had 3,200+ customers who loved their products (4.6-star average), but no system to encourage, collect, curate, or repurpose their content. Customer reviews existed as text on Shopify — never turned into social proof, never featured on Instagram, never used in ads. The most powerful marketing asset — real customer voices — was being completely wasted.
Content Authenticity Gap: PureRoots’ own branded content looked polished but “salesy.” In skincare, consumers trust real people using products far more than brand-produced glamour shots. 92% of consumers trust UGC over branded content (Stackla study). PureRoots had zero authentic creator content in their marketing mix.
No Content Rights Management: Even the few influencer posts that did go live couldn’t be repurposed — PureRoots had no usage rights agreements, so they couldn’t legally use influencer content in ads, on their website, or in email marketing. Valuable content was locked to the creator’s feed.
Competitor Influencer Dominance:
Competitor
Monthly Influencer Collabs
UGC Volume
Ambassador Program
PureRoots Gap
Mamaearth
200+ influencer posts/month
Massive organic UGC
500+ ambassadors
PureRoots: 0 monthly influencer posts
mCaffeine
150+ influencer posts/month
Strong unboxing culture
Active affiliate program
PureRoots: No affiliate system
Plum Goodness
80+ influencer posts/month
High skincare routine UGC
Micro-influencer network
PureRoots: No creator network
Dot & Key
60+ influencer posts/month
Growing TikTok presence
Dermatologist partnerships
PureRoots: No expert partnerships
No Creator Relationship Management: No CRM for tracking influencer relationships, conversation history, content deliverables, payment status, or performance history. Everything lived in random DMs and email threads. Couldn’t tell who’d been contacted, who’d agreed, who’d delivered, or who performed well.
How do their sponsored posts look? Authentic or obviously forced? Professional or sloppy?
Review tagged brand collaborations
TOTAL
100 pts
Minimum score to proceed: 65/100 (Tier 1–2), 75/100 (Tier 3–4)
Airtable scorecard
Outreach System & Sequences:
Outreach Stage
Channel
Message Framework
Timing
Stage 1 — Warm-Up
Instagram (follow + engage with 3–5 of their posts over 1 week)
Genuine comments on their content — not “love this!” but thoughtful, specific engagement
7 days before outreach
Stage 2 — Initial DM
Instagram DM or Email
Personalized message: Reference specific content of theirs → Introduce PureRoots → Express why they’d be a great fit → Soft ask: “Would you be open to exploring a collaboration?”
Day 8
Stage 3 — Follow-Up
Same channel as Stage 2
Friendly follow-up: “Just wanted to bump this in case it got buried — would love to chat!”
Day 12 (if no response)
Stage 4 — Value-Add Follow-Up
Email (if DM unsuccessful)
Send a small value — “I saw your post about [topic], thought you might find this Ayurvedic skincare guide interesting” + reiterate collaboration interest
Day 18 (if still no response)
Stage 5 — Final Touch
Instagram DM
Brief, no-pressure: “Totally understand if the timing isn’t right! Our door is always open. Wishing you the best with your content 🌿”
POST-PURCHASE UGC EMAIL SEQUENCE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
EMAIL 1 — Day 3 (Post-Delivery): Subject: "Your PureRoots ritual begins 🌿" Content: Welcome + how to use your product + link to tutorial video CTA: None (value only — don't ask for anything yet)
EMAIL 2 — Day 10 (Early Results): Subject: "Noticing a difference yet? ✨" Content: "By now, your skin is absorbing the goodness..." + Link to other customers' before/after stories CTA: Soft — "We'd love to hear how it's going! Reply to this email."
EMAIL 3 — Day 14 (UGC Ask): Subject: "Share your glow, earn rewards 📸" Content: "Your skin story matters! Share a photo or video of your PureRoots routine and earn 200 loyalty points (₹200 value)." CTA: "Upload your content here" → Typeform with photo/video upload + "Or post on Instagram with #PureRootsGlow and tag @pureroots"
EMAIL 4 — Day 21 (Review Ask): Subject: "Quick question about your experience" Content: Direct ask for product review on website CTA: "Leave a review" → Shopify product review page
EMAIL 5 — Day 30 (Testimonial Ask — for high-rating reviewers): Subject: "Would you share your story on video? 🎥" Content: "Your review was amazing! Would you be open to recording a quick 30-second video testimonial? We'll feature you on our page + send you a surprise gift!" CTA: "Yes, I'm in!" → Loom recording link or WhatsApp video submission
AUTOMATION: Zapier triggers based on Shopify order status + timing ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
UGC Packaging Insert Design:
Included in every order — a beautiful, on-brand card:
Element
Details
Front
“Your glow deserves to be seen 🌿” — warm, inviting design with brand colors
Back — Instructions
“Share your PureRoots moment: 1️⃣ Snap a photo or record a short video 2️⃣ Tag @pureroots + #PureRootsGlow 3️⃣ Earn 200 loyalty points + chance to be featured!”
QR Code
Links to Typeform UGC submission form (for customers not on Instagram)
“CREATOR-NAME15” — 15% discount for their audience, tracked via UpPromote for commission attribution
Content Submission Instructions
Loom video walkthrough (3 min)
How to upload content drafts to Google Drive for approval before posting (Tier 3–4 only), how to submit final links
FAQ Document
PDF (2 pages)
Common questions: shipping timeline, content revision policy, payment terms, usage rights summary, who to contact for help
Campaign Brief Template (Detailed):
Brief Section
Details Provided
Campaign Name
e.g., “7-Day Glow Challenge — Kumkumadi Serum”
Campaign Objective
Drive awareness + conversions for Kumkumadi Face Serum through authentic 7-day usage documentation
Key Messages (NOT Scripts)
3–4 talking points: “Made with real saffron & kumkumadi tailam,” “Visible glow in 7 days,” “Ayurvedic formulation backed by clinical testing,” “Lightweight, non-greasy, works for Indian skin” — creators express these in their own words
Content Deliverables
1 Instagram Reel (60–90 sec, 7-day journey or before/after), 3 Instagram Stories (Day 1, Day 4, Day 7 check-ins), 1 TikTok (15–30 sec, before/after or “watch my skin transform”)
Content Do’s
✅ Use the product genuinely for 7 days before creating final content. ✅ Show real skin — no heavy filters or beauty mode. ✅ Be honest — mention what you genuinely liked. ✅ Good natural lighting. ✅ Show the product packaging clearly at least once. ✅ Include your unique discount code in caption.
Content Don’ts
❌ No scripted or robotic-sounding endorsements. ❌ No claims we haven’t approved (“cures acne” etc.). ❌ No heavy filters that alter skin appearance. ❌ Don’t tag competitor brands. ❌ Don’t use copyrighted music. ❌ Don’t post without approval (Tier 3–4).
Content Examples
Links to 5 example videos showing desired style — authentic, well-lit, genuine reaction, casual but polished
Timeline
Products shipped: [Date] → Usage period: 7 days → Draft submission: [Date] → Feedback/approval: 48 hours → Post by: [Date] → Stories: Days 1, 4, 7
Specific, constructive feedback sent via preferred channel — “Love the opening! Could you adjust the lighting on the product close-up? And add your discount code to the caption?”
Within 24 hours of submission
Slack DM / WhatsApp / Email
Approval
Confirmed “approved to post” with suggested posting time based on audience analytics
Within 48 hours of submission
Slack confirmation + Airtable status update
Publication Confirmation
Creator posts → sends link → content manager verifies live post matches approved draft
Within posting window
Creator sends link → Airtable log
Asset Collection
High-resolution content files downloaded and added to UGC asset library
Within 24 hours of posting
Google Drive — organized by creator, campaign, content type
Note: Tier 1 (Nano) and Tier 5 (Ambassadors) post directly without pre-approval — brief is trusted. Tier 2 requires review for first 2 collaborations, then trusted. Tier 3–4 always requires pre-approval.
All rights documented in simple, clear collaboration agreement (not a 20-page legal document — a 2-page, plain-language agreement via Typeform signature).
UGC Curation & Repurposing System:
UGC Use Case
How Content Is Repurposed
Platform/Channel
Monthly Volume
Social Proof Repost
Creator’s Reel/post reposted on PureRoots’ Instagram/TikTok with credit tag and branded frame
Instagram Feed, TikTok, Facebook
15–20 reposts/month
Story Features
Creator content shared to PureRoots’ Instagram Stories with “See what @creator says about our Kumkumadi Serum!” overlay
Instagram Stories
25–30 stories/month
UGC Ad Creatives
Best-performing creator content turned into paid ad creatives — “real customers, real results” format
Meta Ads, TikTok Ads
8–12 ad creatives/month
Website Testimonials
Video testimonials and photo reviews embedded on product pages and dedicated “Real Results” page
Shopify product pages, /results page
Evergreen — updated monthly
Email Marketing
UGC photos and quotes included in email campaigns — “See what [Name] says about this product”
Klaviyo email campaigns
4–6 emails/month featuring UGC
Product Page Social Proof
Instagram feed embed on product pages showing real customer photos using that specific product
Shopify product pages
Evergreen embed — auto-updates
Compilation Reels
Monthly “Best of UGC” compilation — 10–15 clips from different creators edited into one showcase Reel
Instagram Reels, TikTok, YouTube Shorts
2 compilations/month
Pitch & PR Deck
Best UGC included in investor/retail pitch deck — “our customers are our best marketers”
PDF/presentation
Updated quarterly
Content Amplification Strategy:
Amplification Method
Process
Budget Allocation
Organic Reposting
Best creator content reposted on PureRoots’ channels with credit — extends reach to brand’s audience
₹0 (organic)
Paid Whitelisting (Spark Ads / Partnership Ads)
Top-performing creator content boosted as paid ads directly from the creator’s handle — appears as native content, not brand ad
40% of monthly influencer ad budget
Dark Posting
Creator content used as ad creative under PureRoots’ ad account — reaches beyond creator’s audience with brand targeting
35% of monthly influencer ad budget
Creator Collaboration Post
Instagram “Collab” feature — post appears on both brand and creator’s feed simultaneously
₹0 (organic)
Story Reshare Chain
When creator posts → PureRoots reshares to Stories → Other creators reshare PureRoots’ reshare → Snowball effect
₹0 (organic)
Best-Performer Retainer
Creators whose content performs exceptionally well get offered ongoing monthly retainer — guaranteed continued high-performing content
25% of monthly influencer ad budget
Influencer Content Performance Benchmarks:
Metric
Tier 1 (Nano) Target
Tier 2 (Micro) Target
Tier 3 (Mid) Target
Tier 4 (Macro) Target
Engagement Rate
6%+
4%+
3%+
2%+
View-Through Rate (Reels)
40%+
35%+
25%+
20%+
Click-Through (Affiliate Link)
2%+
1.5%+
1%+
0.8%+
Conversion Rate (Link → Sale)
4%+
3%+
2%+
1.5%+
Cost Per Acquisition
<₹250
<₹400
<₹600
<₹1,000
Content Quality Score (1–10)
6+
7+
8+
9+
Response to Reuse in Ads
CTR 2%+ when used as ad creative
CTR 2.5%+
CTR 3%+
CTR 3.5%+
Phase 5: Brand Ambassador Program & Performance System (Week 5–6)
Brand Ambassador Program — “PureRoots Glow Collective”:
Program Element
Details
Program Name
PureRoots Glow Collective
Selection Criteria
Existing collaborators who: scored 80+ on vetting, delivered 2+ successful campaigns, demonstrated genuine brand affinity, audience engagement above tier average
Application Process
Invite-only (from top performers) or application via website (evaluated against criteria)
Monthly product box (₹2,500 value — new launches + favorites), 15% affiliate commission on all sales via unique code, early access to new products (2 weeks before public launch), exclusive “Glow Collective” community access (WhatsApp group + quarterly virtual meetup), annual “PureRoots Creator Retreat” (top 10 performers), featured on PureRoots website “Our Creators” page
Tracking
UpPromote — unique affiliate link + discount code per ambassador, monthly dashboard showing: clicks, orders, revenue, commission earned
Content Guidelines
Lighter than campaign briefs — ambassadors know the brand, follow general guidelines, post authentic content. No pre-approval required. Monthly theme suggestions (not mandates).
Ambassadors who don’t meet minimum content commitment for 2 consecutive months are gently transitioned out with appreciation — “doors always open” messaging
Monthly Influencer & UGC Performance Dashboard (Airtable + Google Sheets):
Dashboard Section
Metrics Tracked
Review Frequency
Campaign Overview
Active campaigns, total creators engaged, content pieces delivered vs. target, budget spent vs. allocated
Total UGC pieces collected (cumulative), pieces by type (photo/video/review), pieces by source (organic/prompted/creator/ambassador)
Monthly
Revenue Attribution
Total revenue from influencer affiliate codes, total revenue from UGC-based ads, blended CPA across all influencer tiers, ROAS (Return on Ad Spend) for UGC ad creatives
Monthly
Pipeline Health
Creator pipeline: discovery → outreach → confirmed → content received (conversion rates at each stage), response rates, average time from outreach to content live
Monthly
Platform Performance
Best-performing platform for influencer content (Instagram vs. TikTok vs. YouTube), best content format, best posting time
Monthly
Ambassador Program
Active ambassadors, monthly content delivery rate, total affiliate revenue, top 5 ambassadors, churn rate
Monthly
Content Repurposing ROI
UGC pieces repurposed as ads — CPA comparison vs. brand-produced ad creatives, CTR comparison, conversion comparison
Monthly
Relationship Health
Creator satisfaction (quarterly survey), average response time to creators, repeat collaboration rate, ambassador retention rate
Quarterly
Influencer Relationship Nurturing System:
Touchpoint
Frequency
Action
Purpose
Post-Campaign Thank You
After every campaign
Personalized thank you message + highlight of what we loved about their content
Tier 3–4 creators cannot post competitor skincare content during exclusivity period
Documented in collaboration agreement, monitored during exclusivity window
Data Privacy
Creator personal information (email, phone, address) stored securely, not shared with third parties
Airtable access restricted, data handling policy shared with creators
Key Features Delivered
Feature
Description
5-Tier Influencer Framework
Nano, Micro, Mid-Tier, Macro/Expert, and Brand Ambassador tiers — each with defined roles, compensation models, content expectations, and volume targets
Creator Vetting Scorecard
100-point evaluation system covering engagement rate, audience authenticity, content quality, demographic match, niche relevance, brand safety, posting consistency, and collaboration history
Multi-Channel Discovery System
6 discovery channels — hashtag mining, competitor analysis, platform tools (Modash/HypeAuditor), customer mining, inbound applications, and community monitoring
Detailed yet creator-friendly briefs with talking points (not scripts), content dos/don’ts, visual examples, timeline, compensation details, and usage rights
Content Rights Framework
Tiered usage rights covering reposting, paid ads, website, email, and print — documented in plain-language 2-page agreements, not intimidating legal contracts
UGC Repurposing System
8 repurposing channels: social repost, Story features, ad creatives, website testimonials, email marketing, product page embeds, compilation Reels, and pitch decks
Content Amplification Strategy
Organic reposting, paid whitelisting (Spark/Partnership Ads), dark posting, collab posts, and reshare chains — maximizing reach for every piece of creator content
Brand Ambassador Program
“PureRoots Glow Collective” — 25–30 invite-only ambassadors with monthly product boxes, 15% affiliate commission, early access, recognition tiers, and annual Creator Retreat
UGC ads: 3.2% CTR vs. Brand ads: 1.4% CTR (128% higher)
⬆ 128%
UGC Ad Creative CPA vs. Brand-Produced Ads
No UGC ads existed
UGC ads: ₹280 CPA vs. Brand ads: ₹620 CPA (55% lower)
⬇ 55%
Ambassador Program Revenue
₹0
₹4.2L/month (from 28 ambassadors)
—
Brand Mentions (Monthly, Organic)
~30
380+
⬆ 1,167%
Website Traffic from Influencer Content
~200 visits/month (untracked)
8,400 visits/month (UTM tracked)
⬆ 4,100%
Repeat Collaboration Rate
0%
72% (creators who do 2+ campaigns)
—
Creator Satisfaction Score
N/A
9.1/10 (quarterly survey)
—
📋 Case Study Summary
Challenge: PureRoots Naturals — a D2C Ayurvedic skincare brand with genuinely excellent products (4.6-star average, 3,200+ reviews) — was invisible in India’s influencer-dominated skincare market. Two previous influencer attempts failed catastrophically: a 50-creator product seeding yielded only 4 posts (8% post rate), and a ₹2.5L macro-influencer campaign generated 0 orders. No UGC collection system existed despite 3,200+ happy customers. Competitors like Mamaearth and mCaffeine dominated social proof with 200+ influencer posts monthly while PureRoots had zero.
Solution: We built a complete influencer and UGC coordination program — a 5-tier influencer framework (Nano to Ambassador) with a 100-point creator vetting scorecard; a 6-channel discovery system; a warm 5-stage outreach sequence; an Airtable influencer CRM; a 4-stream UGC collection pipeline with post-purchase automation; professional creator onboarding kits with campaign briefs; a content rights and licensing framework; an 8-channel UGC repurposing system; a content amplification strategy including whitelisted paid ads; a “Glow Collective” brand ambassador program with tiered recognition and 15% affiliate commissions; a 9-section performance dashboard; a relationship nurturing system with 8 touchpoints; and full ASCI-compliant legal and disclosure framework.
Result: PureRoots built a network of 180+ active creators generating 420+ content pieces monthly. Influencer-attributed revenue reached ₹21L+/month. Overall customer acquisition cost dropped 54% (from ₹780 to ₹360). UGC ad creatives achieved 128% higher CTR and 55% lower CPA than brand-produced ads. Instagram grew 181% and TikTok grew 984%. The ambassador program alone generated ₹4.2L/month. Brand mentions increased 1,167%. Creator satisfaction scored 9.1/10 with a 72% repeat collaboration rate.
Your Best Marketing Team? Your Customers and Creators.
We build influencer and UGC coordination programs that turn authentic creator voices into your most powerful marketing channel — with vetting systems, campaign frameworks, content pipelines, ambassador programs, and ROI tracking that make every rupee work harder than paid ads ever could.
