UGC Campaign Brief

Example output

UGC campaign brief — Husk & Honey, "Weirdest Pairing" campaign

The ask
Customers film themselves eating a Husk & Honey bar with their weirdest, most specific pairing — the stranger and more specific, the better, like a bar dipped in ranch or crumbled into cottage cheese at 11pm. Keep the ask narrow and concrete: "show us your weirdest pairing" outperforms "show us how you enjoy Husk & Honey," because a specific prompt is easier to act on than an open-ended one. Specify a simple format: a 10-20 second video, phone-shot is fine and preferred — polish would undercut the weird-and-real premise.

Incentive structure
12 boxes for the best 10 submissions is generous for a no-cash-budget campaign, but "best 10" needs a stated judging basis so it doesn't look arbitrary: judge on specificity and creativity of the pairing, not video quality. State this upfront in the campaign copy so entrants know polish isn't the bar. Consider adding a low-cost consolation mechanic, like a shoutout repost for any entry you feature even if it doesn't win, since repost visibility is often worth more to a submitter than the prize itself.

Hashtag and entry mechanic
Hashtag: #WeirdestPairing — check availability and confirm it isn't already claimed by an unrelated campaign before locking it in. Entry mechanic: post a video on Instagram or TikTok using the hashtag and tagging @HuskAndHoney, or submit directly via a landing page link in bio for anyone who doesn't want to post publicly. Offering both a public and private submission path usually raises entry volume, since not everyone wants to post to their own feed.

Usage rights approach
Draft rights language for the entry rules: entering the campaign grants Husk & Honey the right to repost and feature the submission across owned social and website for a stated window, commonly 12 months, with credit to the original poster. Do not claim exclusive or unlimited rights beyond that scope — a narrower, clearly stated rights window gets more entries than vague "we can use this forever, anywhere" language, which experienced UGC participants increasingly notice and avoid. Confirm exact rights language with legal before publishing.

Moderation guardrails
- Screen every submission before reposting, even winners — food safety and any misleading claim about the product, accidental or not, need a human check.
- Set a clear line on what's excluded: unsafe food handling, competitor products shown prominently, or content that reads as mocking the brand rather than playfully weird.
- Respond to every tagged entry with at least a like or comment within 48 hours, even non-winners — participants who get zero acknowledgment are unlikely to enter a future campaign.

Launch messaging
Caption direction: "We know you've paired Husk & Honey with something questionable. Show us your weirdest combo for a shot at a year's supply — #WeirdestPairing, tag us or drop it in our bio link." Keep the brand's own launch post playful and self-deprecating — post your own "weird pairing" first to model the tone and lower the bar for entrants who feel shy about going first.

Timeline, 4-week window
Week 1: launch, brand models the behavior with its own entry.
Weeks 2-3: repost strong entries as they come in to keep momentum rather than waiting until the end.
Week 4: final push reminder, then judge and announce winners within a week of close.

Assumption to validate: this plan assumes your audience already engages with playful, low-production content on your existing channels. If your feed currently skews polished, expect a slower start while people calibrate to the ask.

Want me to draft the full entry rules and terms copy for your landing page?