What they’re doing:

newme has built a strong UGC-first approach to marketing by tapping into nano and micro creators over big-ticket influencer spends.

• They’ve launched a dedicated Instagram page @newmeogs exclusively for creator collaborations—making it easy for creators to connect, submit content, and join the brand’s community.
• All main feed content on @newme.asia is shot in-house, ensuring quality and brand consistency, while UGC from smaller creators is used to expand reach and awareness.
• Instead of frequent influencer partnerships, they primarily spotlight Anushka Sen (their Creative CEO) during major parties, launches, and offers—a strategic choice since her audience is largely Gen Z.
• By collaborating with many smaller creators instead of a few big ones, they tap into multiple niche audience segments, boosting organic talkability.

Why it’s working:

• Community Over Celebrity – Nano/micro creators feel more relatable and authentic to Gen Z audiences.
• Multi-segment Reach – Smaller creators cater to specific micro-communities, diversifying exposure.
• Consistent Brand Image – In-house shoots keep the feed cohesive while UGC diversifies content style.
• Strategic Influencer Choice – Using Anushka Sen only for major campaigns maximizes her impact without overuse.
• Peer-to-Peer Trust – Gen Z values recommendations from relatable creators over polished celebrity endorsements.

Key Takeaways for Other Brands:

• Build a creator ecosystem (like @newmeogs) to streamline UGC collaborations and community growth.
• Don’t underestimate the ROI of nano/micro creators—they bring niche trust and cost-effective reach.
• Keep main feed content polished while letting UGC bring the “real life” perspective.
• Reserve top-tier influencer partnerships for big moments to maximize impact.
• Focus on content that sparks organic conversations—not just one-off influencer promotions.