Fashion Startup UGC Campaign Plan: “Worn My Way Challenge”

Campaign Overview

Campaign Name: Worn My Way Challenge
Tagline: 400 looks. 30 days. Your style, your story.
Duration: 30 days
Goal: 400+ user lookbook photos and videos
Platforms: Instagram (primary), TikTok (secondary)
Budget: $1,200 in prizes + product
Target Audience: Gen Z, trend-forward, authenticity-driven

Campaign Mechanics

Hashtag Strategy

Primary: #WornMyWay[YourBrand]
Secondary: #[YourBrand]Style #AuthenticFashion #OOTD
Bonus Tag: #GenZFashion

Submission Rules

Ages 16+ (parental consent if under 18)
Post photo or video on Instagram or TikTok
Include primary hashtag + tag @[YourBrand]
Show at least one piece from your brand (visible in styling)
Caption: 15-50 words about how you styled it YOUR way
Up to 10 entries per person over 30 days
Public account or accept follow request

Content Guidelines

Photo/Video Specs:

Format: Vertical (9:16) preferred, square (1:1) acceptable
Quality: Minimum 1080px resolution, well-lit
Video length: 7-30 seconds for TikTok, 15-60 seconds for Instagram Reels

Content Ideas:

How you’d wear it to class/work/weekend
Transition videos (day to night styling)
Thrift flip + your piece combo
“Get ready with me” featuring your item
Street style candids
Mirror selfie series showing 3 ways to style one piece

Dos:

Be yourself – authenticity over perfection
Mix high/low, thrift/new, trends/basics
Show your personality through styling
Use natural lighting and real settings
Include styling tips or hacks in caption

Don’ts:

Over-edited or heavily filtered (light editing okay)
Studio-style shoots (keep it real)
Inappropriate or offensive content
Competitor brand tags

Incentive Structure (Low Budget, High Engagement)

Grand Prize (1 winner) - $300 value:

$200 store credit
Early access to entire next collection (48 hours before launch)
Featured lookbook profile on website
“Style Insider” status with exclusive drops info

Weekly Style Stars (4 winners) - $100 value each:

$75 store credit
Feature in Instagram Stories highlight + grid post
Exclusive brand merchandise (tote, stickers, etc.)

Community Choice Award (1 winner) - $150 value:

$100 store credit
Co-design opportunity: Vote on next season color/style
Determined by most saves + shares in final 5 days

Daily Spotlights (30 participants) - $10 value each:

Featured in Stories daily
$10 instant discount code
Digital badge for profile

Participation Rewards:

Early bird (first 50 entries): Extra grand prize entry + exclusive wallpaper
Referral bonus: Tag 3 friends who enter, get $15 off code
All entries automatically in monthly giveaway drawing

Budget Breakdown:

Grand Prize: $200
Weekly Style Stars: 4 x $75 = $300
Community Choice: $100
Daily Spotlights: 30 x $10 = $300
Merchandise/materials: $100
Referral incentives buffer: $200
Total: $1,200

Promotional Timeline (30 Days)

Pre-Launch (Days -3 to 0)

Day -3:

Teaser post: “Something’s coming… 👀” with cryptic styling flat lay
Stories countdown sticker
Email to subscribers: “Be the first to know tomorrow”

Day -2:

Behind-the-scenes: Setting up campaign materials
Micro-influencer kit shipments (5 local Gen Z influencers, 2k-10k followers)
Create Stories highlight titled “WORNMYWAY”

Day -1:

Final teaser: Campaign name reveal, hashtag visible
“24 hours until…”
Prep launch content queue

Week 1 (Days 1-7): LAUNCH + MOMENTUM

Day 1 Launch:

9 AM: Official announcement post (carousel format)
10 AM: Stories tutorial: “How to enter in 60 seconds”
12 PM: TikTok launch video showing multiple styling examples
3 PM: Repost first 3 submissions with enthusiastic captions
6 PM: “Already 20 entries! Let’s gooo” Stories update
Evening: Email blast with direct link to hashtag + rules
Pin announcement to profile

Days 2-3:

Reshare every single submission to Stories (add poll stickers, hype captions)
Comment genuinely on every entry
First featured entry carousel post: “Already obsessed with these looks”

Days 4-5:

Mid-week check-in: “100 entries in 4 days 🔥”
TikTok: “3 trends we’re seeing” compilation
Educational content: “5 styling hacks from our community”

Day 6:

Announce first daily spotlight winner
“One week left in Week 1!” reminder post

Day 7:

Week 1 Style Star winner announcement (dedicated post featuring their entry)
Stats update: “150 entries, 300k views, YOUR styles are everything”
“3 weeks to go” reminder

Week 2 (Days 8-14): MID-CAMPAIGN ENERGY

Day 8:

Monday motivation: Styling challenge within campaign (“Show us monochrome Monday”)
Feature 5 diverse styling approaches in Stories

Days 9-11:

Daily spotlights continue
User takeover: Week 1 winner posts to Stories showing how they’d style new pieces
Engagement posts: “Which look: 1, 2, 3, or 4?” polls with entries

Day 12:

Milestone post: “200 LOOKS 🎉”
Carousel of 10 favorite entries so far
“Still 200 more to go!”

Day 13:

Educational: “How to take better mirror selfies” tutorial
Content idea prompts: “Need inspo? Try these 5 themes”

Day 14:

Week 2 Style Star announcement
Halfway point: “15 days down, 15 to go!”
Launch Community Choice voting preview: “Last week, you’ll decide”

Week 3 (Days 15-21): THEMED PUSH

Day 15:

“Theme Week”: Announce daily mini themes
- Mon: Campus Style
- Tue: Night Out
- Wed: Thrift Flip
- Thu: Minimal Chic
- Fri: Bold Colors

Days 15-21:

Daily theme reminder posts each morning
Highlight theme-specific entries throughout day
Mid-week stats: “320 entries, 80 to go!”
Create TikTok compilation: “Best transitions so far”

Day 21:

Week 3 Style Star announcement
“FINAL WEEK STARTS TOMORROW”
Tease Community Choice voting launch

Week 4 (Days 22-30): FINAL PUSH

Day 22:

“Final 9 days!” announcement
Week 4 Style Star (early announcement to drive urgency)
Emphasize prizes still available: Grand Prize, Community Choice, Daily Spotlights

Days 23-25:

Daily countdown Stories
Flash incentive Day 24: “Next 10 entries get bonus merch”
Reshare highlights: “Some of our favorites (so far)”

Days 26-27:

Launch Community Choice voting (Stories poll or link to voting page)
“Vote for Community Choice Award!” post
“72 HOURS LEFT” announcement

Day 28:

“48 HOURS” countdown
“Last chance for Grand Prize entry!”
Triple referral bonus: “Tag 3 friends = $20 off”
Share current entry count: “385 entries - help us hit 400!”

Day 29:

“FINAL 24 HOURS”
Hourly Stories countdowns
“What are you waiting for?!” urgency post
Live Stories updates: Entry count climbing

Day 30:

Morning: “LAST DAY!”
Afternoon: “6 hours left”
Evening: “Final 2 hours to enter!”
11 PM: “1 hour!!”
11:59 PM: Submissions close
Midnight: “That’s a wrap! 🎉” Stories post

Post-Campaign (Days 31-38)

Day 31:

Thank you post: “WE DID IT! [Final number] incredible looks”
Campaign stats showcase
“Winners announced throughout this week”
Begin judging process

Day 33:

Daily Spotlight winners roundup post (carousel of all 30)

Day 34:

Grand Prize winner announcement (dedicated post + Stories takeover)
Interview snippet: What winning means, their style philosophy

Day 35:

Community Choice winner announcement
“You chose, and we love it!”

Day 36:

All Weekly Style Stars featured together: “Our 4 Style Stars”

Day 37:

Campaign highlight reel: TikTok/Reel montage of best moments (30-60 sec)
Set to trending audio

Day 38:

Long-form thank you + lessons learned
Tease: “This is just the beginning…”
Transition messaging to ongoing community engagement

Social Media Copy

Campaign Announcement (Instagram Carousel - 5 slides)

Slide 1 - Bold text graphic:
“WORN MY WAY CHALLENGE
400 looks. 30 days. $1,200 in prizes.”

Slide 2 - How to enter:
“1. Style your [Brand] piece YOUR way
2. Post on IG or TikTok
3. Use #WornMyWay[Brand]
4. Tag @[Brand]
5. Caption how YOU styled it”

Slide 3 - Prizes:
“GRAND PRIZE: $200 credit + early access + lookbook feature
WEEKLY STYLE STARS: $75 credit + feature (4 winners)
COMMUNITY CHOICE: $100 credit + co-design opportunity
DAILY SPOTLIGHTS: 30 winners featured + $10 off”

Slide 4 - Content examples:
“Show us:
→ Day to night transitions
→ How you’d style it for class
→ Thrift flips with our pieces
→ Mirror selfie series
→ GRWM videos
→ Street style candids”

Slide 5 - CTA:
“Entries close [DATE] 11:59PM
Full rules at [link in bio]
Let’s see 400 ways to wear us 👀”

Caption:
“Trend-forward? Check. Authentic? Double check. GEN Z APPROVED? That’s what we’re about to find out.

The #WornMyWay[Brand] challenge starts NOW. We want 400 of your most authentic looks over the next 30 days.

Not the perfect shot. Not the studio edit. Just YOU styling our pieces the way YOU actually wear them.

🏆 PRIZES:
→ $200 Grand Prize + early access to next collection
→ 4 Weekly $75 Style Stars
→ $100 Community Choice (YOU vote)
→ 30 Daily Spotlights
→ First 50 entries get extra perks

Whether you’re mixing thrift finds, going full maximalist, or serving minimal chic—we want to see it.

Post your look. Use #WornMyWay[Brand]. Tag us. Tell us how you styled it.

400 looks. One incredible community. Let’s go.

Submissions close [DATE]. Link in bio for full rules.

#[YourBrand]Style #AuthenticFashion #OOTD #GenZFashion”

Mid-Campaign Check-In (Day 12)

Post (Carousel of 8-10 diverse entries):

Caption:
“HALFWAY THROUGH AND WE’RE FLOORED 🤯

✨ 200+ looks shared
✨ 500k+ hashtag views
✨ Every single style completely different
✨ THIS is what ‘worn your way’ means

Swipe to see some of this week’s favorites →

From thrift flips to monochrome moments to “I-styled-this-in-5-minutes” realness… you’re showing us that our pieces belong in YOUR world, styled YOUR way.

Still 200+ spots open. Still $1,000+ in prizes up for grabs.

If you’ve been thinking about entering—this is your sign. We want to see YOUR take.

#WornMyWay[Brand] + tag us. That’s it.

18 days left. Let’s hit 400 🚀”

Final Week Countdown (Day 27)

Post (Bold graphic or video):

Caption:
“72 HOURS LEFT ⏰

385 looks shared. 15 away from 400.

Still available:
→ $200 GRAND PRIZE (+ early access + lookbook feature)
→ $100 COMMUNITY CHOICE AWARD (voting opens tomorrow!)
→ Daily $10 spotlight codes

This is your FINAL weekend to enter #WornMyWay[Brand].

If you’ve been sitting on that fit pic—POST IT.
If you were waiting for the ‘right moment’—THIS IS IT.
If you’ve been overthinking—JUST SHARE IT.

We’re not looking for perfect. We’re looking for REAL.

Submissions close [DATE] at 11:59PM.

Don’t be the one wishing you’d entered 👀

📸 Post your look
🏷 #WornMyWay[Brand]
✨ Tag @[Brand]

Let’s hit 400 together 🚀”

Thank You Post (Day 31)

Post (Video montage or carousel of highlights):

Caption:
“WE HIT 415 LOOKS 🎉

when we said 400, we meant it as a challenge. you said ‘bet’ and gave us 415 of the most authentic, creative, REAL styling moments we’ve ever seen.

THE STATS:
→ 415 entries from 350+ people
→ 850k+ hashtag views
→ 12k+ new community members
→ Countless outfit inspo saved
→ Zero boring looks

This wasn’t just a contest. This was proof that when we say ‘your style, your story,’ we mean it.

WHAT’S NEXT:
→ Daily Spotlight winners: Announced tomorrow
→ Weekly Style Stars: Throughout this week
→ Grand Prize: Thursday
→ Community Choice: Friday (top 10 finalists posted tomorrow—YOU vote)

To everyone who entered: You’re now part of the [Brand] lookbook forever. This is YOUR brand as much as it’s ours.

To everyone who engaged, voted, hyped up their friends: This community energy is unmatched.

30 days. 415 looks. One incredible movement.

Thank you for showing us what ‘worn your way’ really means 🤍

#WornMyWay[Brand] #[YourBrand]Style”

Submission Guidelines (Participant-Facing)

How to Participate

Step 1: Create Your Look

Style any [Brand] piece the way YOU would actually wear it
Don’t stress perfection—we want authentic, real-life styling
Take a photo or record a short video (mirror selfies totally welcome)

Step 2: Post to Instagram or TikTok

Upload your content
Write a caption (15-50 words) about how/why you styled it this way
Use the hashtag #WornMyWay[Brand]
Tag @[Brand] in the post or caption
Make sure your account is public OR accept our follow request so we can see it

Step 3: Stay Engaged

Check our Stories daily—we’re featuring entries every single day
Vote for Community Choice Award in the final week
Tag friends who’d love to join (referral bonus: $15 off when 3 friends enter!)

Technical Specifications

Photos:

Format: JPG or PNG
Minimum resolution: 1080 x 1080 pixels (square) or 1080 x 1920 pixels (vertical)
Orientation: Vertical (9:16) preferred, square (1:1) acceptable
Lighting: Natural light recommended, well-lit and in focus

Videos:

Format: MP4 or MOV
Length: 7-30 seconds (TikTok), 15-60 seconds (Instagram Reels)
Quality: Minimum 1080p HD
Audio: Optional (trending sounds encouraged for TikTok)

Judging Criteria

For Grand Prize & Weekly Style Stars (judged by brand team):

Authenticity (35%): Genuine, unfiltered styling that feels real
Creativity (30%): Unique take, unexpected combinations, personal flair
Storytelling (20%): Caption/video tells us WHY you styled it this way
Visual Appeal (15%): Well-composed, engaging, makes us want to save it

For Community Choice Award:

Combination of saves + shares during voting period (Days 26-30)
Top 10 finalists selected by brand, winner chosen by community engagement

For Daily Spotlights:

Selected throughout each day for diverse representation of styles
All entry types eligible (photos, videos, Reels, TikToks)

FAQ

How many times can I enter?
Up to 10 times during the 30-day campaign period. Each entry must be a unique look/styling approach.

What if my account is private?
Private accounts are eligible! Just accept our follow request within 48 hours of posting so we can see your submission.

Do I need to buy something to enter?
No purchase necessary. If you already own any [Brand] pieces, you’re eligible to enter. But we do have a special early bird bonus for first 50 entries!

Can I enter on both Instagram AND TikTok?
Yes! Each platform entry counts separately toward your 10-entry limit. Cross-posting the same look to both platforms = 2 entries.

What if I don’t own a full outfit—just one piece?
Perfect! Style that one piece with whatever else is in your closet. We LOVE seeing how you mix our stuff with thrifted finds, other brands, or DIY pieces.

What rights do you have to my content?
By entering, you grant [Brand] rights to repost, feature, and use your submission across our marketing channels with credit to you. You retain full ownership of your content.

How will winners be notified?
Via DM and tagged in announcement posts. Winners have 7 days to respond and claim prizes.

Can I delete my post after entering?
You can, but if your post is deleted before winners are announced, your entry will be disqualified.

What if I’m under 18?
Ages 16-17 can participate with parental/guardian consent. We’ll need parent approval via DM if you win a prize.

Do I need to show my face?
Nope! Flat lays, mirror selfies without face, cropped shots—all welcome. Show as much or as little of yourself as you’re comfortable with.

Success Metrics

Primary KPIs

Participation Goals:

Total submissions: 400+ (TARGET MET if 415)
Unique participants: 300+
Avg entries per participant: 1.3-1.5

Reach & Engagement:

Hashtag views: 500k+
Combined post impressions: 1M+
Engagement rate on campaign posts: 6-8%
Video views (TikTok + Reels): 300k+

Community Growth:

New Instagram followers: 3,000-5,000
New TikTok followers: 2,000-3,000
Email signups: 1,500+
Community Choice voting participation: 1,000+ votes

Content Value:

UGC pieces for future marketing use: 300+
High-quality lookbook photos: 100+
Video content for ads/social: 50+

Business Impact:

Traffic to website from campaign: 15k+ visits
Conversion rate during campaign: 3-5%
Sales attributed to campaign: $15k-25k
ROI: 12-20x (revenue vs prize budget)

Secondary Metrics

Referral bonus redemptions: 50+
Daily engagement per submission (likes + comments + shares): 30+ avg
Stories views during campaign: 50k+ total
Save rate on featured entries: 8-10%

Implementation Timeline:

Days -7 to -3: Campaign setup, influencer outreach, graphics creation
Days -3 to 0: Pre-launch teasers
Days 1-30: Active campaign execution
Days 31-38: Winner announcements and wrap-up
Day 39+: Ongoing UGC integration into regular marketing

Fashion Startup Multi-Platform Lookbook Challenge

Input

Output