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.
- Selection rubric tied to voice and platform fluency
- Weekly briefs with format guardrails, not scripts
- Amplification loop across brand and personal handles
02
One playbook per surface
Quora, Reddit and Google reviews each got their own response playbook. One template does not work on all three.
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.