1 / 5
Ogilvy × GetUGC · Sensodyne Repair & Protect

Real customers.
Real testimonials.
Seven markets.

The SSD1000 UGC campaign: everyday people with sensitive teeth, telling their own story in their own language, fully on brief and on claim.

7APAC markets
51creators delivering
255videos produced
100%PH and TW fully delivered
🇵🇭 Philippines · 🇲🇾 Malaysia · 🇹🇭 Thailand · 🇸🇬 Singapore · 🇮🇩 Indonesia · 🇻🇳 Vietnam · 🇹🇼 Taiwan
GetUGC.io × Ogilvy
2 / 5
Best of each market

Gold standard, picked for brand compliance first

Every pick is client-cleared, keeps the product front and centre, and carries its local claim and disclaimer. Tap a video to watch.

🇵🇭 PH
Nicole Macaraig
A real office day, iced coffee to payoff.
▶ Watch
🇲🇾 MY
Ejie Karim
Foodie wince to ice water, no flinch.
▶ Watch
🇹🇭 TH
Sudapapay
Street-food hook every Thai knows.
▶ Watch
🇸🇬 SG
Jason Lam
Fitness angle, confident hook.
▶ Watch
🇮🇩 ID
Hilda Asmara Goya
Fully client-approved, clear benefit story.
▶ Watch
🇻🇳 VN
Alice Tran
Pho and iced drink routine.
▶ Watch
🇻🇳 VN
Ngo Xuan Hung
Premium travel-film opening.
▶ Watch
🇹🇼 TW
豆豆 Dou Dou
Beef noodles that stop the scroll.
▶ Watch
🇹🇼 TW
李侑儒
Grooming angle for a male audience.
▶ Watch
GetUGC.io × Ogilvy
3 / 5
What went well

Strict compliance that still sounds like a friend

1

Disclaimers built into natural scripts

Every market had its own claim rules: Thai on-screen disclaimers, Singapore and Vietnam PM codes, approved wording for every claim. We wrote them into scripts that feel like a real person talking, not an ad.

2

Creators loved the scripts

Friend-style, cohort-based scripts in each local language. Creators filmed them as written, which kept claims accurate and delivery natural across 7 markets.

3

Real customers in every cohort

Foodies, parents, professionals, fitness and beauty lovers. People who actually live with sensitive teeth, sharing an honest before and after.

4

Fast fixes in the final stretch

In the last weeks we fixed captions, disclaimers, codes and shots in-house, often the same day, so creators only went back when their face or voice was needed.

GetUGC.io × Ogilvy
4 / 5
What could have been better

UGC is not an influencer campaign

!

Testimonials, not followers

Our creators represent the customer, not an aspirational influencer. We borrow their story, not their audience. Reviewing them like influencers (profiles, reach, polish) slowed approvals and moved the focus away from the testimonial.

!

Long review loops at every stage

Creator approval, script approval and content review each took longer than planned. At this scale, 7 markets and 255 videos, every extra day of waiting multiplied across the whole campaign.

!

Late and layered feedback

Notes sometimes arrived weeks after delivery or in several rounds, which meant extra revision cycles for creators who had already moved on.

✓

How we got through it

Clear review windows agreed with Ogilvy, one consolidated feedback list per creator, and in-house editing to close the gap. The campaign still delivered across all 7 markets.

GetUGC.io × Ogilvy
5 / 5
Lessons for next time

Even better and faster, together

01

Align on UGC from day one

A short kick-off for the full client team on what UGC is: real customers and testimonials, chosen for fit, not followers.

02

Fixed review windows

Agreed lead times for creators, scripts and content, with a clear rule that no feedback in the window means approved.

03

One feedback round, one owner

All notes for a creator in one consolidated list, confirmed final by a single owner per market.

04

Claims library up front

Approved claims, disclaimers and codes per market shared before scripting, so compliance is built in from the first draft.

05

Fix in the edit first

Captions, disclaimers and shot swaps handled in-house; creators reshoot only when their face or voice is needed.

06

Speed matches the scale

With faster approvals, the same team delivers multi-market UGC at volume in weeks, not months.

Thank you, Ogilvy. We are ready to do it again, faster. 💙
GetUGC.io × Ogilvy · wendy@getugc.io