Results
6.2x
Higher engagement rate on TikTok
3x
Higher engagement rate on Instagram
4M
Views on the top-performing TikTok UGC
1.3M
Views in the top-performing UGC Reel
When you share a meal with the right people, things happen.
Challenge
Earning a place in the feed
Bar-S is a brand built around accessible, family-friendly, easy-to-love food: products made for everyday moments. To build stronger awareness, Bar-S needed to move beyond speaking only through its own channels and become part of the everyday content people were already engaging with, from quick recipe ideas and craveable meal inspiration to real-life moments shared by creators with loyal, active communities.
Insight
If creators love it, their followers will too
The insight was clear: people pay more attention to creators who feel relatable than to conventional advertising. When our UGC creators showcased Bar-S in their own style and tagged the brand using the “collab tag,” the results significantly outperformed the brand’s regular content.
We used the “collab tag” as a bridge, allowing the creator’s content to also appear on the Bar-S profile and drive traffic from their audience directly to the brand. Consistently, the best-performing content on the Bar-S profile was the content that used collab tags from our creators.
Idea
Turning creators into an extension of the brand
The solution was to build a UGC program around a curated group of high-potential creators, giving them the freedom to bring Bar-S products into their own everyday storytelling in a way that felt natural, useful, and genuinely connected to how people cook, share, and enjoy simple meals. By combining borrowed content, usage rights, and collab tags, each creator post was able to live beyond a single feed, functioning both as organic content for the creator’s audience and as a branded touchpoint within Bar-S’s own profile.
This turned UGC into a true awareness engine, with content that could reach millions, drive meaningful engagement, and show how much stronger a brand becomes when its story is carried by the community around it.
