How Cultiv tripled its UGC by turning its community into a content studio with Kayba

Like many beauty brands, Cultiv needed a constant flow of fresh content: product pages, ads, social. Every visual went through a studio, expensive and slow to mobilize, unable to keep up with the pace of launches.

At the same time, its community was already posting quality photos and videos on its own. But that content stayed scattered across social, with no way to collect it, secure the usage rights or reuse it. A goldmine of authentic content was sitting right under the brand’s nose.

Cultiv relies on Kayba to turn its community into a content source. The brand briefs its ambassadors, collects the content, secures the usage rights and reuses it across every channel, from a single platform.

In a few months, UGC went from an occasional bonus to the backbone of the content strategy. Here is how, use case by use case.

The community content existed, but scattered and impossible to gather. With no framework, every collection turned into a treasure hunt across social.

With Kayba, Cultiv briefs its community and collects content in a structured way. Every ambassador knows what to produce and drops her visuals in one place, and the brand gathers in two days what used to take weeks. The volume of content published has tripled.

Reusing a customer’s content without clear permission is both a legal risk and a lack of respect. Handling those rights by hand, message by message, was untenable.

Kayba attaches its usage permission to every piece of content. The brand knows exactly what it is allowed to publish, where and for how long. UGC becomes an asset it can reuse with total peace of mind.

Good content should not be used only once. But without organization, UGC ended up posted on one channel and then forgotten.

From Kayba, Cultiv reuses its best content everywhere: product pages, ads, emails, social. 60% of its campaign content now comes from the community, with far more impact than studio visuals.

The more the brand produced in studio, the more its content cost and the later it arrived. A model incompatible with the cadence of launches.

By making its community its first content source, Cultiv sharply cut its studio production costs while gaining authenticity and responsiveness. The studio has become a complement, no longer the norm.

Kayba changed the way Cultiv produces its content. The brand no longer depends on a studio to feed its channels: its community has become its first creator, faster, more authentic and far cheaper.