A rolling creator cohort shipping UGC every week.
- Client
- Masai School
- Role
- Community and ORM Lead
- Timeline
- 2023 to Present
- Market
- India, Edtech
UGC cadence
Weekly
rolling cohort
ORM surfaces
4
Quora, Reddit, Google, YouTube
Compounding
Per batch
advocates grow each cohort
Brief
Put student voices, not brand copy, where prospective learners make up their minds.
Friction
People choosing a course ignore polished brand copy. They trust other students.
Outcome
A working creator pipeline, ORM on Quora, Reddit, Google and YouTube, and more advocates with every batch.
How it was actually built.
- 01Design the program
- 02One playbook per surface
- 03Alumni as distribution
01
Design the program
Built selection, onboarding, briefs, review and resharing. Learners' posts worked because they were the audience. ORM is a community design problem before it is a reply-writing one.
- Selection rubric tied to voice and platform fluency
- Weekly briefs with format guardrails, not scripts
- Amplification loop across brand and personal handles
03
Alumni as distribution
Tagged alumni reshared brand posts, giving each one a second wave of reach.
Shipped
- Program operating manual
- ORM playbooks per surface
- UGC brief library
- Monthly sentiment and share-of-voice report
Stack
- Notion
- Google Alerts
- Quora
Competencies
- Community
- ORM
- UGC Strategy
Takeaway
Replying to comments is the smaller part of ORM. A steady supply of real student posts does more.
More work
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