Haruharu Wonder
× Liza McNeill

Haruharu Wonder's Malaysia Instagram account was publishing consistently. The content was clean, on-brand, and largely invisible — averaging 300 to 1,400 views per post against a follower base of 4,876. They needed content that could reach beyond the people already following them, without a paid media budget behind it.

The brief was straightforward: one UGC video, shot by a creator who actually uses products like this, with 2-year usage rights to deploy wherever it performed.

Liza McNeill (@ugcliza) creates content in beauty, wellness, and haircare from London — a market with a strong appetite for skincare that bridges efficacy and clean formulation, which is exactly where Haruharu Wonder sits.

Her style prioritises honesty over production value: she shows real skin, real application, real reactions. That approach made her the right fit for the Rose PDRN Soothing Serum, a product that earns trust through texture and feel rather than dramatic before-and-after claims. The audience she speaks to is the same audience Haruharu Wonder wants to reach.

Liza shot a close-up application video — serum on real skin, no studio lighting, no scripted testimonial. The footage lets the product's texture and absorption speak for itself, which is how this category of skincare earns credibility with viewers who've seen too many polished ads.

Liza's video reached 50,600 views on an account with 4,876 followers — a reach multiplier of 10× the entire follower base, through organic distribution alone. That put it in the top 5 videos on the entire account.

The brand's own produced content, by comparison, averaged between 300 and 1,400 views per post.

Pull back from this one video and look at what the account data actually shows: every top-performing post is creator-led UGC, and every low performer is brand-produced. That's not a coincidence on one account — it's what happens when algorithms reward content that earns attention rather than content that announces a brand.

Every week a brand publishes polished, on-brand creative that no one outside their existing followers sees, they're not just missing reach — they're paying to produce content that underperforms free-looking video by a factor of 34. The cost of not using creator content isn't neutral. It shows up directly in your analytics, post by post.