Good Uncle Taps CLLCTVE Creators for Authentic User-Generated Content
Who is CLLCTVE?
CLLCTVE is the rising professional network for Gen Z, operating as the premier talent marketplace for brands to source young creators for paid work. Through the platform, creators can build a digital portfolio, secure exclusive job opportunities, and participate in brand content challenges, all while building within a community of creators from around the country. Brands can source user-generated content at scale through content challenges, data sourcing and exclusive access to creators from around the country.
Who is Good Uncle?
Good Uncle brings easily accessible, delicious, chef-created meals to college, healthcare & corporate locations. It operates as a food truck that prepares meals on its way to customers and delivers it without a fee.
With a key focus on delivering to college campuses, Good Uncle taps into the Gen Z audience with easy in-app delivery, low costs, and diverse food options (including barbecue, Mexican, American, Italian, and of course, pints of Ben and Jerry’s and cookie dough). For students on the go looking to satisfy their cravings without leaving campus, Good Uncle is the perfect choice.
Good Uncle came to CLLCTVE looking to utilize our in-platform creators to capture content reflective of Good Uncle’s value for college students.
CLLCTVE x Good Uncle Brand Challenge
CLLCTVE currently has a network of about 100 in-platform creators and a waitlist of 2,000+ students from around the country. At the time, we had a Fall Beta Class of 25 students hand-picked from our waitlist testing our platform.
We worked with Good Uncle to discover their brand pain points, upcoming goals regarding on-campus promotional campaigns and how our user-generated content could best generate value for the brand.
From there, we crafted a brand challenge prompting our Fall Beta Class creators to produce a piece of content for social media that captured the key essence of the brand: easy in-app delivery, low costs, and diverse food options. The goal was to utilize Good Uncle’s target market members to get students excited about downloading and ordering from the company.
Challenge Submissions
Creators were given one week to complete content within their medium of choice. Videos were limited to 60 seconds or less to make them applicable to all social platforms, and graphic design and photography were asked to consist of five or less images.
Four of our favorite submissions included:
Evan’s 45-second video ad showcasing a variety of meal options, the app’s key college-palatable features and an energy that made us want to order after watching.
Sam’s energetic, social media-friendly animation quickly captures viewers’ attention and draws attention to the value of Good Uncle.
Jay’s problem → solution animation that illustrates his own frustrations finding food on campus and showcases how Good Uncle alleviates them.
Aeola’s graphic design piece that communicates the brand’s essence perfectly and fits both social and print promotion.
We packaged all of our submissions into a deliverables site for Good Uncle to easily view and access the content.
Content Feedback
The deliverable site was accompanied by a Feedback form for Good Uncle to provide direct comments regarding what they enjoyed about the challenge development process, where CLLCTVE can improve and what possibilities exist for the future.
The brand rated their experience with CLLCTVE a 9/10 and responded that they were happy with the content created, specifically pieces that involved graphic design.
Their favorite graphic design submissions included Aeola’s (shown above) as well as Catherine’s:
and Sujean’s:
Moving forward, Good Uncle’s team would like to use CLLCTVE brand challenges to craft marketing campaigns at least once or twice a semester, primarily for on-campus promotion. The brand cited it’d be helpful to utilize students on campuses where Good Uncle currently operates who understand the brand and can create print marketing materials for their campus and others.
With CLLCTVE’s in-platform database of creators from 97 universities across the country and a waitlist with 2,000+ students, we’re able to target challenges at specific creators that fit the demographics brands are looking for. We’re excited to utilize campus-specific creators in upcoming Good Uncle challenges to best fit the brand's needs.
However, that doesn’t limit the creator pool to just students on campuses with Good Uncle as the brand continues to scale and roll out new challenges aimed at reaching a wider audience.
“As we scale into more campuses, it’s good to see how students, who have little to no context for who we are, would explain Good Uncle through whichever medium they are operating in,” said Karli Buckley, Good Uncle Brand Manager. “If I’m able to effectively communicate WHO we are and what we’re looking for, I feel confident that anyone can do it, regardless of geography.”
By offering solutions for both specific targeted content creation and scaled, large-scale pooling aimed to source user insight from across the country, CLLCTVE is tailoring its offers to the needs of Good Uncle — and will continue to do so for every brand we work with.
CLLCTVE’s Mission
CLLCTVE is a platform built by Gen-Z, for Gen-Z, and we’re democratizing the Future of Work economy. By simplifying the on-ramping process for creatives to find paid work, building a community of like-minded individuals looking to grow their careers, and providing direct communication between brands and creatives to produce user-generation content that best targets young consumers — with quick turnaround time — we’re revolutionizing what is means to create targeted brand content.
We’re motivated to continue to develop a simplified solution for brands looking to source user-generated content tailored to their campaigns’ needs.
