Co-pay
Urban Jungle (A Premium Houseplant Subscription Box) Service: UGC Ad Strategy, Creative Sourcing, and A/B Testing Core Deliverable: 15+ Unique UGC Video Ads
Project
Urban Jungle (A Premium Houseplant Subscription Box) Service: UGC Ad Strategy, Creative Sourcing, and A/B Testing Core Deliverable: 15+ Unique UGC Video Ads
Client Name
Co-pay
Industry
Duration
Overview
Urban Jungle's D2C growth stalled. Expensive, polished studio ads caused creative burnout and climbing CPA. They needed a shift to authentic UGC videos to cut costs, boost CTR, and build trust with plant parents for scalable, profitable growth.
Brief
The SparkMedia Solution: Authenticity at Scale
We partnered with Urban Jungle to implement a UGC-first video ad strategy, focusing on content that felt native to the social feeds and generated a high volume of engaging assets.
Phase 1: Defining the Creator Profile
Instead of professional actors, we focused on sourcing micro-creators (500–5,000 followers) who were genuinely passionate about plants and fit the brand’s aesthetic.
The Brief: Creators were instructed to film in their own homes, using natural light and their own phones. The key instruction was to focus on pain points (e.g., "I always kill my plants") and immediate emotional payoff (the excitement of unboxing).
Key Video Concepts: We developed a content matrix focusing on high-impact hooks:
"Unbox & Vibe": High-energy, ASMR-style unboxings.
"Plant Parent Fail-to-Win": A story of struggle with plants solved by the subscription box's quality/care cards.
"Aesthetic Room Tour": Seamlessly incorporating the new plant into an attractive home environment.
Phase 2: Video Production & Rapid Testing
From the raw footage, we edited and launched 15 unique video ads over 4 weeks. The editing style was deliberately low-fi and organic, with fast cuts, on-screen text overlays, and trending audio to mimic native social content.
[Space for Video Placeholder]
Example of the winning "Unbox & Vibe" UGC Ad
(On a live website, this would be an embedded Frame.io or Loom video of the winning UGC ad)
Phase 3: Data-Driven Scaling
We analyzed the performance of the 15 ads, identifying the top performers based on the first 3 seconds of watch time (Hook Rate) and Click-Through Rate (CTR). The two winning concepts—the "Unbox & Vibe" and the "Plant Parent Fail-to-Win"—were scaled with 70% of the budget.
The Results: Flourishing Growth
The UGC video ad strategy immediately outperformed the legacy polished ads, resulting in significant efficiency gains for Urban Jungle.
Process
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
Urban Jungle (A Premium Houseplant Subscription Box) Service: UGC Ad Strategy, Creative Sourcing, and A/B Testing Core Deliverable: 15+ Unique UGC Video Ads
Conclusion
The StreamLine mobile banking app redesign successfully addressed the usability issues, resulting in a more intuitive and user-friendly experience. The improved UX/UI design led to increased user adoption, engagement, and satisfaction, demonstrating the value of a well-designed template for UX designers.
