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1 systemsourcing → performance
UGC & Influencer · the engine
Designed Yousician's UGC + influencer system end to end: sourcing, briefing, production, performance. One repeatable machine.
Context
UGC and influencer content usually lives as a pile of one-off deals. At Yousician I was asked to make it a system: something that produces on-brand, on-performance creator content predictably, month after month, instead of campaign by campaign.
What I did
- Designed the full pipeline: creator sourcing → briefing → production → performance review, with each stage documented so it runs without me in the room.
- Built the in-house studio and tripled organic content output (3×) by combining staff production, UGC and influencers under one creative direction.
- Wrote briefs that travel. Clear, repeatable briefs let dozens of creators ship content that still feels like one brand.
- Closed the loop with data. Performance feeds back into sourcing and briefing, so each cycle compounds instead of resetting.
- Layered in AI where it scales (Superscale and others) to push output without adding headcount.
Result
One repeatable creator engine, not a stack of disconnected deals, feeding Yousician and GuitarTuna a steady flow of UGC and influencer content, and a 3× lift in in-house organic output.