Company Overview:

Ivy is a food scanning app that helps users make healthier choices by instantly analyzing nutritional information. As a growing health-tech startup, Ivy needed to build brand awareness and drive app downloads through authentic, relatable content.

To launch their first UGC campaign on a limited test budget, Ivy partnered with MediaMaxxing to source creators and produce scroll-stopping content that would resonate with health-conscious consumers.

The Challenge

Ivy was entering the UGC space for the first time with:

• Zero existing creator relationships or content library
• An extremely small budget to validate the channel
• Tight timeline to get content live and start testing
• Need for authentic testimonial-type content that didn't feel like traditional ads

They needed a partner who could quickly source relevant creators, manage the entire production process, and deliver high-quality UGC without the overhead of building an in-house creator program.

Campaign 1: Testing & Validation

Total Budget: $500 initial test

MediaMaxxing focused on proving the UGC model could work efficiently at small scale:

Strategy:

• Sourced health & wellness micro-creators (10K-50K followers)
• Focused on "day in the life" and "app discovery" style content
• Rapid turnaround: briefing to delivery in 7-10 days

Creator Formats: