UGC Marketing: Two-Track Campaigns That Build a Backlog of Winners

Dani Murphy, partnerships lead at MUD\WTR with eight years in influencer and creator marketing, shares the paid media framework her team built over the last year to carry their Meta ad account through periods when other creative was underperforming. The core finding is direct: founder ads and partnership ads outperform everything else in their account, while other creative formats fall noticeably short.

To act on that insight, the team runs two separate campaigns simultaneously, a scaling partnership campaign and a testing partnership campaign, so winning ads can graduate into higher spend without disrupting what is already working. Dani explains that this structure has produced a creative backlog of iterated winners, meaning when one partnership ad loses steam, three others built on the same winning elements are already queued up.

In UGC marketing, that kind of systematic pipeline is rare, and her account results over the last three months show it can be a real differentiator. Watch to see exactly how she thinks about graduating winners and managing creative momentum inside Meta.