Ajmal Perfumes UGC campaign — reference brief
A UGC brief buys footage and a licence, not an audience. This is how a Ajmal Perfumes-shaped UGC programme is normally put together in the UAE, and what decides whether it works.
What the deliverable actually is
Three to five hooks per concept, shot vertical, exported for Reels, TikTok and Shorts, with raw files handed over. The creator's own following is irrelevant to the value — you are buying assets you will run as paid ads.
The licence is the contract: term, territory, paid-media rights, and whether the creator's face may appear in an ad they never posted. All four in writing, before the shoot.
How to brief it
Give the product, the single claim, the thing that must not be said, and the shot list. Do not give approved copy — creators who read a brand paragraph on camera produce assets that test worse than the control.
Commission variants, not a masterpiece. One concept across five hooks and three creators beats one polished film at the same cost, because the winner is never the one the brand predicted.
What to measure
Hook rate at three seconds, hold rate at fifteen, and cost per result once the asset runs as paid. Organic views on the creator's own profile are a vanity number in a UGC deal.
Expect creative fatigue inside four to six weeks on paid social in this market. Plan the next batch before the current one dies.
Shortlist from the index
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Tell us the category and budget; you get a shortlist drawn from the index, with the current rates we know of.