International localisation: cracking the code of UGC for luxury brands

One of the biggest challenges for premium and luxury brands when leveraging user-generated content ads is maintaining a balance between authenticity and brand messaging. Although UGC thrives on its authentic and relatable tone, balancing strict brand guidelines with the content creators’ creative freedom can be a challenging task. For luxury brands especially, this complexity is heightened by the exacting standards associated with luxury content and imagery.

The challenge

Luxury brands face a unique challenge—maintaining the exclusivity, the aspiration value and sophistication that defines their brand image, when using ad content created outside their direct control.

The solution

We’ve developed a Creator Collective program to tackle this very challenge head-on. 

The Pixated Creator Collective

After years of creating UGC content for brands across the spectrum; we realised we needed a different approach to creating UGC for luxury brands. 

Enter—the Pixated Creator Collective, a program designed to meet the specific UGC needs of premium and luxury clients. Unlike standard UGC processes, the Creator Collective ensures a categorically different approach, tailored to maintain the sophistication, exclusivity, and aspirational quality expected from the ad content of high-end brands. Our program prioritises stringent quality control and creative alignment. An approval cycle and a creative workflow where brand managers from the client side approve ad concepts, scripts and creative briefs at every stage of the creative process.

We maintain two detailed UGC briefing templates. One briefing template is a closed brief for the creator to follow the exact script and scene breakdown. So the brand’s tone of voice, aesthetic, and values are closely followed. 

Whilst the second briefing template is for an open brief; where the creator has more creative freedom with the script and the filming while still staying true to the brand guidelines. This ensures that the content produced reflects both the brand’s identity and the creators’ unique authenticity.

The creative workflow

The Pixated Creator Collective operates on a carefully designed workflow that ensures every stage—from content planning and creator selection to final approvals—is client-approved and aligned with the brand’s goals. This process focuses on maintaining creative consistency, enabling luxury brands to scale their UGC production without compromising on quality or exclusivity.

By combining strategic creative development with creator collaboration, this program bridges the gap between authentic content and luxury marketing expectations. This process also seamlessly integrates international localisation, connecting brands with culturally relevant creators in key markets worldwide. In a matter of weeks, we can connect a brand with local and international creators who produce authentic, culturally relevant content that resonates with global audiences.

This ensures that luxury brands produce the best UGC ads that are not just high in quality, but are also on-brand, luxurious and resonate with the audience whilst maintaining a premium aesthetic. 

Why UGC is essential for luxury brands

User-generated content has become an indispensable part of creative marketing strategies. For luxury brands, it provides a unique opportunity to balance exclusivity with relatability which in turn helps build a community for the brand. 

User generated content ads allow premium brands to:

• Enhance authenticity: Customers trust content created by real users more than traditional ads. Seeing a product in a real-world context adds credibility and relatability.
• Build a community: Featuring content from loyal customers fosters a sense of belonging, connection and community, strengthening long-term brand loyalty. 
• Reduce content production costs: UGC eliminates the need for large-scale in-house content creation, saving both time and resources while delivering diverse, aesthetic and luxury content. And that, without compromising on the aspirational angle of luxury marketing.
• Drive engagement and conversions: Authentic UGC ads often generates higher engagement rates and encourages potential customers to act, leading to increased ROI.

How luxury brands can leverage UGC

• A streamlined briefing process for scalable UGC production
  Brands can ensure their brand guidelines are followed and that their brand messaging reflects across their UGC by maintaining a stringent briefing and approval cycle. However, apart from approvals, the onus of the creative production should be with one stakeholder—so they can handle production and optimisation of content at scale. 
• Data-driven optimisation
  Growth Strategists and Paid Social managers have complete visibility on campaign performance and ad accounts. They can share insights with the creative team, affording them the opportunity to refine their UGC briefs, optimise the creative process and creator collaborations to maximise impact. This approach ensures that every piece of UGC meets the highest quality standards and delivers results.
• Seamless international localisation
  Luxury brands have an opportunity to establish a global presence by leveraging local content creators anywhere in the world. In as little as a few weeks, creators can generate the most authentic-looking, best UGC ads that are also culturally relevant in key international markets. This localised approach is especially valuable for luxury brands looking to connect with diverse audiences while maintaining their brand identity.
• Enhancing global ad performance
  UGC campaigns featuring local creators have managed to deliver exceptional results for us in the last quarter. In Q3 2024, our Meta UGC ad spend increased by 164% YoY; demonstrating the effectiveness of this strategy in driving growth and engagement.

Final thoughts 

Using UGC ads as part of the paid ad strategy is no longer going to be optional for luxury brands. In the AI-powered future, these strategies are going to be essential for building trust, driving engagement, and expanding global reach. 

By leveraging user generated content ads; premium and luxury brands can balance authenticity and sophistication to unlock the full potential of their paid ad campaigns while still maintaining their premium identity.