Company Name: GRIND

Industry: Ecommerce

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Company Overview

GRIND is one of the UK’s leading challenger coffee brands, with a presence across cafés, retail and direct to consumer channels. The brand offers coffee pods, beans, canned coffee, subscriptions and brewing products, serving hundreds of thousands of customers in the UK and beyond. Focused on making specialty coffee part of everyday routines, GRIND has built a strong and recognisable brand across both hospitality and at home coffee experiences.

Challenge

Before using Twirl, GRIND was struggling to source UGC video content that felt authentic enough to support new product launches.

The team found that traditional branded video often felt slightly inauthentic when trying to communicate the quality and taste of the products, making it harder to create content that genuinely resonated with audiences. At the same time, static ads were consistently outperforming video ads in click-through-rate, something the team wanted to improve ahead of launching its Summer Pods campaign.

Alongside performance challenges, sourcing reliable creators and coordinating UGC production efficiently was also proving difficult, particularly when trying to scale content for launch campaigns.

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Solution

Twirl made it easier for GRIND to source and collaborate with UGC creators in a more streamlined and cost-efficient way.

By using the platform, the team was able to quickly connect with creators who matched the brand and campaign style, giving them greater confidence in the creators they were selecting for the Summer Pods launch.

This allowed GRIND to focus on producing more authentic customer-style video content that showcased the products more naturally, helping the campaign feel more relatable and engaging across paid social channels.

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Outcome

The UGC video ads created through Twirl performed strongly during the Summer Pods campaign and significantly outperformed GRIND’s BAU creative.

Compared to the brand’s usual creative, the Twirl UGC assets delivered a 40% higher CTR and a 32% lower CPA, helping improve both engagement and campaign efficiency. The campaign also demonstrated the value of using more authentic, creator-led content to better communicate product quality and drive stronger paid social performance.

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Impact

• 40% higher CTR compared to BAU creative
• 32% lower CPA compared to BAU creative
• Improved performance from creator-led video ads
• More authentic product storytelling
• Easier and more cost-efficient creator sourcing
• Increased confidence in creator selection

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“Working with Twirl made it easy to connect with UGC creators — it was cost efficient and meant we were confident in the UGC creators we were choosing from. The UGC video ads for our Summer Pods launch performed really well and saw increased CTR.”

Izzy, GRIND

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