Sons uses content to build connection around real topics — but managing creators manually wasn’t scalable. With Twirl, they found a more effective way to create UGC that’s consistent and easy to run.
July 2, 2025
Company Name: Sons
Industry: Pharmaceuticals
Sons is a UK, Ireland and Germany based men's hair loss brand offering scientifically proven treatments. With a focus on breaking the stigma around men’s health, Sons is known for its open, honest approach and clinically-backed products that deliver results.
Sons understands the power of speaking directly to their audience, especially around topics like hair loss, which are often considered sensitive or even taboo. Their content strategy reflects this mission: educate, empower, and normalise the conversation.
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Before partnering with Twirl, managing UGC was time consuming and very hands-on for the Sons team. Sourcing creators, negotiating fees, briefing, reviewing drafts, handling the back-and-forth - everything had to be done in-house.
It took a lot of work, and while the team knew that creator-led content was valuable, the process of actually getting the content from start to finish wasn’t efficient enough to scale.
Once Sons began using Twirl, things changed. The platform simplified everything from sourcing to delivery. Instead of spending hours searching for creators and setting up individual deals, the team could simply upload a brief and receive pitches directly from interested creators. The entire process was faster, better structured, and more importantly, the content outcome was strong.
Twirl made it easy to get high quality UGC from creators who were genuinely excited to be part of the campaign. The streamlined briefing and feedback tools helped speed things along, and Sons were able to focus on the bigger picture rather than the admin of finding creators.
One key success has been on YouTube Shorts, where Sons has consistently seen strong performance from the UGC content produced through Twirl. They now run their UGC videos regularly as part of their marketing activity, and have even seen an increase in website visitors and a positive return on investment.
The process of getting content made is not only more efficient, but the videos themselves have had a meaningful impact. For a brand working in a sensitive area like hair loss, UGC helps spread their message in an engaging and approachable way.
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