Creator Sourcing & Script Direction for DTC Brand RAD Roller
For RAD Roller, I led the end-to-end development of a UGC creator campaign built around performance and recovery content. The process started with audience research to identify the pain points, language, and content styles that resonated most with RAD Roller's core buyers, including athletes, fitness enthusiasts, and people dealing with chronic muscle tension. From there, I mapped creator profiles to those audience segments and sourced 15 creators through Upfluence and Fiverr who could authentically speak to recovery and mobility in a way that felt native to the platform.
Once creators were identified and vetted, I handled script direction for each video, writing briefs and talking points tailored to each creator's style while keeping the messaging on-brand and conversion-focused. Every creator was cleared for Partnership Ads to ensure the content could be amplified through paid distribution. The campaign produced 15 creator videos that drove strong engagement across organic and paid channels, with content consistently outperforming static ad formats in click-through and watch time.