UGC Creators: How a 20-Second Video Hit 12x ROAS for Graza

Kendall Dickieson, Head of Social and Influencer at Graza, breaks down how organic creator content becomes a paid media engine when the handoff is done right. A single 20-second video of a chef explaining why you should store olive oil in a squeeze bottle hit a 12x ROAS when passed to Graza's paid team, one of the strongest results the team had ever seen from a newer brand. Kendall argues that organic and paid are not in competition: organic content feeds the paid flywheel, lowers CPMs, cuts acquisition costs by as much as 50%, and keeps creative cadence high when a brand hits a slow spot. Her practical system runs two tracks at once, whitelisting larger paid influencers through their own accounts while running UGC creators as ads through Graza's handle, with usage rights that extend the content into email and beyond. She also recommends sharing your top five organic posts with the paid team at the end of every month and putting budget behind them as top-of-funnel tests.

Watch to see exactly how she structures that creative feedback loop between social and paid.