Classic UGC as the top performer

When we took over the Kloster Kitchen account, there was very little UGC available. Our collaboration started with classic UGC, which we then supplemented with creatives featuring more unconventional hooks. The goal was to further optimize performance through creative diversity while making the brand presence more approachable and social-first.

The goal of our collaboration was to significantly increase the scroll-stop rate and CTR – and to boost purchases in the long term. To achieve this, we needed to develop a scalable creative strategy that tests and combines different tones, formats, and audience approaches.

We started with classic UGC formats: clear USP communication, natural language, and personal recommendations. To complement this, we tested more attention-grabbing hooks with creative elements. The goal was to determine which formats work best for which funnel stages.

Creative testing initially focused on CTR and scroll-stop rate. In a second step, we analyzed ROAS, conversion rate, and CPO to identify the most efficient creatives.

Sometimes the most efficient path is the classic one: while creative hooks generate attention, classic UGC formats work better in the lower funnel and convert more reliably.

Our thesis: Unconventional hooks are ideal for the upper funnel & branding, while classic UGC performs better in terms of conversion. Both formats serve different purposes.

Pro tip: Use UGC as a foundation and supplement it with creative formats – but never lose sight of efficiency. The testing has generated new hypotheses that we will continue to pursue in the future.

Kloster Kitchen is known for its innovative product solutions for a conscious lifestyle, such as organic ginger shots with real ginger pieces, as well as smoothies and juice cleanses. The brand stands for naturalness, efficacy, and taste – and sells its products both via e-commerce and in retail stores.