Hello! đź‘‹
I’m Samantha, but most people call me Sam.
I’m a creative thinker, leader, and doer — and I’m obsessed with making creative that converts.
Creative That Converts
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Creative That Converts ·
Factor_ and HelloFresh
Founded, in Chicago, Factor_ (formerly Factor 75) needed help breaking through the clutter of the meal-at-home vertical.
Their clean, keto-focused menu of meals were originally only available in Chicagoland, but they wanted to expand their business nationwide. Our goal was to show (not tell) prospective customers all of the benefits of choosing Factor_,from convenience to calories. Not only did we successfully launch them as a national brand, we also grew their business by 89% in the first 90 days.
By expanding into new channels like TikTok, we were able to combat headwinds from competitors so successfully that Factor_ was acquired by food giant HelloFresh for $277M — and it’s still growing!
| Contributions: Creative direction, concepting, strategy, copywriting, art direction, design, UGC strategy, content creator sourcing/coaching
| Channels: Google, Bing, YouTube, Meta (Facebook/Instagram), Snapchat, Pinterest, TikTok
MUD\WTR
MUD\WTR is a coffee alternative made with Ayurvedic mushrooms and other organic ingredients to help optimize your brain and body — without the jitters and crash.
A new iOS 14 privacy update made customer insights and tracking extremely hard to come by — and subsequently, made every product harder to sell.
By shifting focus from the most limited social platforms like Meta to scrappier channels like TikTok and Pinterest, and leaning hard into UGC, we were able to decrease CAC by 10% and increase volume by 98% in our first quarter alone.
| Contributions: Creative direction, concepting, strategy, copywriting, art direction, design, UGC strategy, content creator sourcing/coaching
| Channels: Google, Bing, YouTube, Meta (Facebook/Instagram), Snapchat, Pinterest, TikTok, Reddit
Summersalt:
Every Body Is a Beach Body
Summersalt was created to help women feel beautiful, confident, and ready to travel the world—exactly as they are.
The Every Body Is a Beach Body campaign featured brand ambassadors from Harvard graduates to entrepreneurs to eating disorder survivors, all feeling incredible in their swimwear.
The campaign saw over 25MM impressions with press from outlets like People, InStyle, and Yahoo and more.
Click to view the full video here!
| Contributions: Creative direction, concepting, strategy, copywriting, art direction, social media, PR
| Channels: YouTube, Meta (Facebook/Instagram), email, CRO, OOH, direct mail
Summersalt:
The Joycast
While Summersalt prides itself on spreading joy, our usual sales-focused content felt in poor taste during the Coronavirus crisis.
The Joycast leverages our usual customer service number to text customers a little sunshine on demand, from mediation videos to puppy gifs.
The Joycast saw incredible publicity almost instantly, including Travel + Leisure and FastCompany.
| Contributions: Creative direction, concepting, copywriting, logistics mapping, customer service training, PR
| Channels: YouTube, Meta (Facebook/Instagram), email, CRO, SMS
PayPal:
Outside Lands
Music Festival
PayPal’s yearly Outside Lands Music Festival sponsorship positioned PayPal as the safest, fastest, and easiest digital payment option, while also aligning the brand with the elusive millennial cool factor.
| Contributions: Creative direction, strategy, concepting, copywriting, collateral and campaign design, experiential throughput and troubleshooting, and social integration and development
| Channels: Meta (Facebook/Instagram), OOH, experiential
PayPal:
NASDAQ Listing Day
PayPal wanted to celebrate its official NASDAQ debut with a huge celebration, both in the heart of New York City and across the globe in each of its offices.
| Contributions: Creative direction, messaging, copywriting, collateral and experience design, social media campaign promotion and development
| Channels: Experiential, OOH, Meta (Facebook/Instagram), PR
Nutella:
Spread the Happy
To celebrate Nutella’s 50th birthday, we created a popup celebration in Times Square, complete with a giant birthday card, live music, and custom-made cronuts from the creator himself, Dominique Ansel.
| Contributions: Messaging, copywriting, experiential concepting
| Channels: Experiential, OOH, Meta (Facebook/Instagram), PR
Crest 3D White:
Beauty in Barcelona
Crest 3D White wanted to position their toothpaste as a beauty essential—not just a toiletry. Combining pop culture influencers and beauty content creators, we gathered in Barcelona with Shakira to discuss beauty, confidence, and self-care.
| Contributions: Experience design, influencer engagement, logistical planning and troubleshooting, and copywriting.
| Channels: Experiential, OOH, Meta (Facebook/Instagram)
Mackey Mitchell Architects:
Break Through
Mackey Mitchell wanted to celebrate their 50th anniversary with a video series that featured the real people who are living and thriving in the spaces they’ve created.
The entire Break Through campaign was incredibly successful, garnering a 395% increase in website traffic from social media alone. View the entire video campaign here.
| Contributions: Strategy, copywriting, interviewing, storyboarding, social media strategy, implementation, community management, and measurement
| Channels: YouTube, Meta (Facebook/Instagram), LinkedIn, TV, PR
Forest Park Forever:
Home Is Where
The Park Is
Forest Park Forever, a nonprofit organization responsible for the maintenance, care, and events within St. Louis’ famous Forest Park, wanted to create an awareness campaign that educated park-goers on their contribution to this living landmark, while increasing its appeal to Millennials and Gen-Zers.
| Contributions: Campaign concept, messaging, strategy, execution, look and feel, social media
| Channels: OOH, email