How Gravitas built a UK and US UGC creator programme for The Underdays
Underdays partnered with Gravitas to build a steady supply of creator content across the UK and US. The programme has delivered 100+ assets at costs significantly below typical UGC rates.
The challenge
The Underdays is a UK underwear brand built around breathable, comfortable TENCEL™ micro modal. Its product is best explained by real people talking about how it feels to wear. The brand needed a reliable way to source that kind of content, in both the UK and US, at a cost that worked for a growing DTC business.
What we did
Gravitas ran the programme end to end, handling creator sourcing, outreach, negotiation and coordination. We built a group of paid creators across the UK and US, and added US talent through gifting to widen the brand's reach in its second market.
Every creator was briefed to show the product in real use, focusing on comfort and everyday wear, so the content feels authentic rather than staged.
The results
The programme has delivered over 100 creator assets across two terms, at a cost per asset significantly below traditional UGC rates. That gives The Underdays far more content for the same investment.
The brand now has a proven group of UK and US creators to return to, rather than starting from scratch each time.
What we learned
For DTC brands, wide outreach followed by careful selection keeps quality high and costs low. Working with the same creators across multiple assets lowers the average cost per asset, and running UK and US creators together builds content for both markets at the same time.
Learn more about how Gravitas builds creator-led acquisition programmes through our influencer marketing service.