Miniclip: Always-On UGC Ad Creative
Mifu built an always-on UGC engine for Miniclip's paid social, 180+ deliverables from a global network of 49+ creators, at an average of £46.78 a video.
60+
Creator Network
200+
Deliverables
1 hour
Turnaround Time
Campaign Objective
Generate a high volume of testable UGC ad assets, at low cost, to feed Miniclip's paid social. The client wanted creative built specifically for advertising rather than organic channels, giving the performance team a constant supply of fresh material to test and scale.
Challenge
Winning ad accounts need a steady stream of authentic, varied, testable creative, but producing it the traditional way is slow, expensive, and quickly exhausted. Miniclip needed volume and variety at a low unit cost, delivered fast enough to keep testing continuously, without the production overhead or long lead times of polished hero content.
Approach
Using Mifu's creator matching and an always-on brief model, we built a continuous pipeline rather than a one-off campaign. We activated a global network of creators to produce native UGC designed from the outset as paid-social ad creative, kept live briefs running so fresh assets were always in production, and ran a fast, iterative loop: assets were tested as ads, underperformers were swapped out quickly, and the strongest creators were re-booked for repeat work. We handled contracting and approvals so the client's overhead stayed minimal, and invested in long-term, creator relationships that made near-instant turnaround possible.
Results
The partnership has delivered over 200 assets across raw footage and edited creative, powered by a network of 55+ activated creators spanning the UK, Indonesia, South Asia and the USA, a global roster that keeps localised ad creative in production around the clock. At an average cost of £46 per video, Miniclip's paid-social team gets a continuous pipeline of fresh assets to test, with always-on briefs ensuring the creative well never runs dry. Speed has become a defining feature of the engagement: one full campaign was delivered end-to-end in just four days, and our fastest single-asset turnaround clocked in at under an hour, made possible by long-term creator relationships like Judey, a young pool prodigy who has produced 20+ UGC assets through the partnership. When creative underperformed, it was swapped out fast, so budget always flowed to what worked.
Key Takeaway
When creative is the bottleneck in paid social, the answer isn't a handful of expensive hero films, it's a reliable, always-on engine of authentic, low-cost, testable assets, powered by a global creator network that keeps it running. At an average of £50 a video, Miniclip gained exactly that.