NOBS is a U.S. based oral care brand focused on clean, science-backed ingredients and a modern approach to everyday brushing. The brand is known for its fluoride-free toothpaste tablets formulated with 5% nano-hydroxyapatite, transparent messaging and a strong emphasis on sustainability, simplicity and ingredient integrity.
As a Senior Content Strategist, I led the entire UGC creative workflow for NOBS. This included managing creators from outreach to final delivery, developing scripts, hooks and CTAs, and guiding each creator through the brand’s tone, personality and compliance rules. My goal was to ensure that every video felt native and authentic to the creator’s audience while still aligning with NOBS’ strategic positioning and performance objectives.
I provided creative direction, messaging frameworks, and ongoing support so creators could produce content that felt organic yet conversion-driven. All videos were posted on each influencer’s social media profiles, and NOBS then ran paid ads on top of this content to maximize reach and performance.
These UGC assets played a key role in the brand’s paid strategy, helping test new angles, improve creative velocity and scale high-performing concepts across Meta and TikTok.