Study Group: Boosting Gen-Z engagement with UGC strategy and tea

Study Group is a leading provider of international education, and its challenge was to produce more UGC that resonates with Gen Z, whilst fostering cross-team collaboration.

I enhanced content production and team collaboration by organizing weekly meetings and implementing a customised social media calendar for 4 selected brands. My role involved researching top-performing posts from our channels to guide in-house marketing and creative services, revising content, and optimising and writing copy for distribution across Meta platforms and YouTube.

We shared 49 brand-specific and 64 brand-agnostic UGC pieces, achieving 76% of our target.

This resulted in an increase in video content, with 87% newly created and 13% repurposed.

On top of that, video views increased by a staggering 160%, and organic reach went up by 20%.