Organic Social Growth and UGC Content System

Katchup is a platform designed to make real-life connection easier by curating small group experiences in Montreal. The core challenge is not demand. People already want connection. The real issue is friction. Planning, coordination, and social hesitation stop people from taking action.

This case study outlines how I would turn Katchup’s social media into a consistent growth engine that drives engagement, builds habit, and increases RSVPs through a UGC-driven content system.

Katchup operates in a space where users:

Want to go out but do not know what to do or who to go with

Consume content passively without taking action

Do not have a habit of checking Katchup weekly

Most competitors focus on events. Very few focus on emotional storytelling and behavior building.

Shift Katchup from being a platform into a habit.

Instead of users thinking: “Let me find something to do”

We make them think: “My weekend is already planned”

Create a repeatable system that users can expect every week.

Thursday: This Week in Montreal drop

Friday to Sunday: Live moments, reactions, real event content

Monday to Wednesday: Recaps, storytelling, social proof

Goal is to build anticipation and consistency.

Leverage real users and real experiences as the main content source.

Content comes from:

Event attendees

Hosts

Videographer

I handle:

Script prompts

Shot direction

Editing and storytelling

Example hooks:

POV you came alone and now you have weekend plans

I did not expect this night to go like this

Rate this experience from 1 to 10

Katchup should not just show events. It should sell connection.

Content focuses on:

First interactions

Real reactions

Unexpected moments

Social proof

This builds relatability and trust.

Weekly plans for conversion

User stories for relatability

Local experiences for discovery

Behind the scenes for authenticity

Social proof for trust

16 to 20 short form videos per month

8 to 10 carousel posts

Daily story content

Warm, nostalgic, human centered visuals

Strong hooks in the first 1 to 2 seconds

Clean captions and clear call to action

Weekly script pack with 6 to 8 prompts

Direction for videographer

Organized content pipeline for editing

Daily comment and DM interaction

Encourage participation

Turn viewers into attendees

Higher engagement rate across content

Increased reach from non followers

More user generated content

Improved RSVP conversion from social

Stronger brand identity and consistency

Katchup is not just a product. It is a behavior.

This system works because it:

Removes decision fatigue

Builds anticipation every week

Uses real people as marketing

Turns content into action

With the right creative system, Katchup becomes the default way people plan their weekends in Montreal.

I can execute everything in your job description and can start immediately, so HIRE ME.