How Obvi Rebuilt Its UGC Engine Without Agencies

Introduction

Cut costs. Scale content. Free your team.

Obvi, a leading wellness brand, transformed its creative strategy by moving beyond expensive, agency-driven content to a scalable, creator-led model powered by AMT. What once drained time, budget, and internal resources became a predictable engine for user-generated content (UGC), giving social media managers more content at lower cost and more time to focus on strategy and performance.

The challenge: expensive creative and limited output with a small team

Obvi relied on traditional agency content that was costly, slow, and often misaligned with the brand’s social voice. Social media and creative teams faced familiar barriers:

• Agency content budgets that limited content volume

• Creative deliverables that didn’t always resonate on TikTok or Reels

• Weekly hours lost to managing external content partners

• Manual coordination slowed campaigns and reduced agility

The team wanted a content strategy that:

• Delivered consistent, scroll-stopping UGC at scale

• Kept creative costs low relative to agency production

• Gave social teams predictable content pipelines

• Allowed internal staff to focus on high-impact work

The solution: automate creator sourcing and content workflows

Obvi implemented a scalable UGC content engine powered by AMT that automated sourcing, outreach, creator partnerships, and asset collection. Social media managers could focus on strategy, creative direction, and audience engagement, rather than repetitive operational tasks.

Automated creator sourcing and outreach

Instead of manually researching and contacting creators, the teams used AMT to:

• Identify UGC creators who matched brand tone and audience

• Send personalized outreach at scale

• Handle onboarding, content guidelines, and expectations automatically

This shifted the work from spreadsheets and inboxes to a streamlined, predictable system.

Streamlined content collection

AMT automated content collection, tracking, and rights management so that content was:

• Collected and organized efficiently

• Rights-secured for organic and paid use

• Tagged and categorized for future campaigns

Social media managers can now quickly pull content for weekly social calendars and paid creative rotations.

Cost-effective creative production

By moving away from agency production toward creator-sourced content powered by AMT:

• Creative costs dropped 5× to 10× compared to agency rates

• Teams could produce far more social assets with the same budget

• Content aligned better with platform trends and audience expectations

Results: more content, less cost, and empowered teams

The shift unlocked measurable operational and performance gains:

Performance snapshot:

• Creative costs were 5× to 10× cheaper than agencies

• Social teams saved 10 to 15 hours per week

• Instagram follower count increased as UGC frequency rose

• UGC program ready to scale from small teams to 1,000+ creators

Social media managers gained consistency in content output, scheduling agility, and a predictable stream of assets for both organic posting and paid campaigns.

Impact: shift from reactive production to proactive strategy

With AMT handling creative operations, Obvi’s social media and marketing teams could focus on:

• Setting seasonal creative strategies and campaign themes

• Testing messaging and formats that drive engagement

• Iterating based on performance data rather than manual guesswork

• Allocating time to audience building and platform growth

What used to feel expensive, manual, and unpredictable now feels efficient, scalable, and strategic. Teams no longer manage endless creative logistics. They lead with audience understanding, creative experimentation, and performance goals.

Obvi cut creative costs and unlocked a content engine with AMT that empowers teams to scale without added headcount or budget.