Project overview

I proposed a small user-generated content pilot to test a new source of organic distribution for DCL. Two carefully selected videos recorded more than six million views on TikTok and more than six million on Instagram, without paid media. The response helped secure management support for a broader UGC programme.

The challenge

DCL wanted stronger organic distribution, but management was cautious about introducing creator content into the brand. The question was whether this material could attract attention while remaining appropriate for DCL’s audience and editorial standards.

My approach

I kept the initial test small enough to evaluate before asking for wider adoption. I secured creator permissions, selected two videos and adapted the material for DCL. After publication, I used the platform response to discuss the opportunity with management and build confidence in a broader programme.

How to benefits

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What this work demonstrates

A bounded test gave the team useful evidence before a larger strategic commitment. The case demonstrates audience judgement, respect for creator permissions and the ability to turn a content result into an organisational decision.