Case Study: How Improving Scaled Executive UGC with MarketScale’s Platform and House of UGC

Key Takeaway: One hour, a set of studios, 12 videos, zero new marketing hires. Executive UGC at speed beats perfection, especially with good partners and resources.

Executive Summary

Improving turned one hour in the MarketScale Studio into a high-performing executive content stream on LinkedIn. President and Chief Consulting Officer Devlin Liles prepared bullet-point talking notes, filmed a simple talking-head session, and published from his personal profile. Edits were intentionally minimal. The result was consistent post-level engagement and an immediate ask from Improving’s marketing leadership to come back for more, proving a lightweight, repeatable model for executive UGC that travels.

Client Overview

Improving is a consulting organization serving business leaders with seasoned experts and operators. Devlin’s AI explainers target leaders who are inundated with hype and need clear guidance on what matters.

The Challenge

Leaders in Improving’s network hear about AI constantly yet struggle to separate signal from noise. The brief was to help Devlin share concise, confident explanations that answer practical questions like “what’s the hype” and “how should I think about AI in my work,” without overproduced visuals that distract from substance.

The UGC Strategy

MarketScale recommended an executive-UGC approach optimized for speed and credibility:

1. Bullet points over scripts so delivery stays natural and expert-driven.

2. Personal-profile distribution to unlock trust and engagement.

3. Minimal, clarity-first editing with punch-ins and a crisp title card.

4. Presence over polish as an operating principle that favors momentum and consistency.

   
   

Campaign Execution

1. Prep: Devlin wrote bullet notes on AI topics, then “riffed” from expertise.

2. Capture: A single studio block at MarketScale's HQ, our House of UGC, at no extra cost to book, produced roughly an hour of raw content that could be cut into many short videos.

3. Edit: Early drafts with stock and overlays were simplified at the client’s request. Final cuts kept a talking-head format with punch-ins and a title card for clarity.

4. Publish: Posts went live from Devlin’s profile rather than the corporate page, reinforcing an authentic executive POV.

   
   

Results & Impact

Post-level engagement visible in the provided screenshots

• 80 reactions, 4 comments, 18 reposts

• 76 reactions, 5 comments, 20 reposts

• 71 reactions, 7 comments, 11 reposts

• 88 reactions, 12 comments, 14 reposts

• 63 reactions, 3 comments, 11 reposts

• 48 reactions, 3 comments, 6 reposts

• 43 reactions, 1 comment, 8 reposts

“Devlin’s videos on AI have been very successful.” – Kristin Johnson, Vice President of Marketing, Improving

Qualitative signals

• Engagement was strong across multiple posts, driven by Devlin publishing from his page.

• Marketing leadership asked to book the studio again for additional prompts and team participation, indicating internal demand to scale the format.

How Improving Leveraged MarketScale’s Full Stack

Platform to scale without extra hires

• The MarketScale Studio workflow turned one focused hour into a pipeline of short clips and titles, ready to post from the executive’s personal profile. This approach maintains cadence and reach without expanding internal media headcount. The template places technology and platform alongside UGC and community as core levers.

HQ “House of UGC” access

• Improving used the Dallas HQ studio while their executive was already in town. The session was booked quickly and treated as a perk of the relationship, making it an easy pop-in to record high-quality UGC. It was also no extra cost to Improving as part of their MarketScale subscription.

• The follow-up request asked to return for 6–7 prompts for Devlin and 1–2 prompts for additional leaders, with a note to vary backgrounds. That plan takes advantage of our sets and lighting to level up messages while keeping the UGC spirit intact.

Philosophy that fits the work

• UGC is not always about phones or webcams. The form isn't what matters most. It is about real people communicating real insights with the gear available to them. If a client can use our studios and sets to sharpen delivery, we say yes.

Competitive Advantage

This program models MarketScale’s philosophy that education is the best marketing and that consistent, peer-to-peer teaching outperforms heavy production. Fast capture, authentic POV, and repeatable edits let busy executives sustain publishing while the platform and the House of UGC remove friction.

Lessons Learned

• Bullet points beat scripts when the SME knows the topic cold.

• Presence over polish keeps production moving and protects the message.

• Personal profiles outperform brand pages for executive thought leadership in B2B.

• Studios amplify UGC. Quick pop-ins at the House of UGC create polished UGC without changing the format or slowing the cadence.

Conclusion

Improving proved that one focused hour can fuel a month of credible, executive-led content. MarketScale’s platform and House of UGC made it simple to capture, cut, and publish at speed. The repeat booking confirms the model works and is ready to scale across more voices at Improving.