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A Slicker UGC Strategy for Umberto Giannini
Umberto Giannini’s team replaced a time consuming UGC process with one that delivered faster results, better creators, and nearly 100 purchases from a single video.
July 23, 2025
Company Name: Umberto Giannini
Industry: Haircare
Company Overview
Umberto Giannini is an award winning British haircare brand redefining how beauty and ethics can go hand in hand. Founded in 1990, the brand is known for its creative roots, salon quality formulas, and commitment to doing things differently - from being 100% vegan and cruelty-free to prioritising recyclable packaging, UK manufacturing, and ethical supply chains.
Sold worldwide, Umberto Giannini is a household name for curl care, backed by a strong community and bold creative standards.
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Challenge
Before Twirl, sourcing UGC was a time consuming, high effort task that pulled focus from everything else.
Finding the right creators meant manually searching for profiles and trying to spot the ones that felt like a good brand fit. Once someone was shortlisted, there was the outreach, rate negotiation, back-and-forth on timelines, and chasing for final content.
For a small team, it quickly became overwhelming. Every new campaign added a layer of admin, and producing even a handful of videos (let alone multiple versions for testing) felt like a stretch.
The value of UGC was clear. But the process behind it? It wasn’t cost-effective, it wasn’t scalable, and it definitely wasn’t sustainable for a business trying to move fast.
Solution
Twirl completely transformed Umberto Giannini’s UGC marketing.
Instead of spending hours searching for the right people, the team now posts a brief and receives a curated list of creators who are not only a good fit - but genuinely love their products. Each application includes past work and a short explanation of why they’re right for the campaign, making it easy to spot strong matches fast.
Finding the perfect authentic creator no longer feels like a gamble. Every creator on Twirl’s platform is vetted which makes the review process faster, high quality, and far less risky for the team.
What really made the difference was the flexibility to scale. With Twirl’s pay-as-you-go structure, the team could test different hooks and formats without committing to large upfront costs - perfect for small brands needing room to experiment or looking for something budget friendly.
It’s taken UGC from something that felt heavy and hard to manage to a reliable part of the team’s everyday workflow.
Outcome
Since using Twirl, Umberto Giannini has now produced over 50 creator campaigns through the platform, with a steady flow of content that’s on-brand, easy to test, and far more scalable than anything they’d been able to do before.
One standout campaign was the launch of their Curl Jelly Slick Stick, which featured content from creator Ellie. In just two weeks, her video delivered measurable performance across both Meta and TikTok:
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Impact
- 50+ UGC campaigns launched through Twirl
- Nearly 100 purchases from a single creator video
- High quality, vetted creators matched to every brief
- Less time spent on admin, more time for strategy
- Easy to test multiple hooks and content variations
- Budget-friendly setup with no long-term commitments
- UGC now a scalable, repeatable part of the team’s workflow
“Twirl has revolutionised how we use UGC in digital marketing and the results speak for themselves.”
- Rosie, Umberto Giannini

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