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content creation
( user-generated content )

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UGC and social media marketing

Nice to meet you, I'm Courtney!

 

I have experience creating content for world-famous brands like adidas, and brands as small as my own women's clothing boutique, Mona Monet. I'm the exact target market for the brands that I work with, so I understand marketing from both the brand and the consumer side. I know what customers need to hear in order to trust a brand enough to convert, and I know how to create that content.

My resources extend beyond just my home studio. I have a team in Medellin, Colombia that I work with when we need high-level production, and I use friends and other creators when we need to stay local. 

I only create for brands and products that I truly love. This way my enthusiasm is authentic and resonates with the brand's audience. I specialize in food and beverage, CPG, travel, home, and experiences - in San Francisco or far away.

I've also been helping brands strategize against the production, storytelling, and dissemination of their content for the last 7 years. Read more about my experience with content strategy here

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about ugc

what is ugc?

 

UGC stands for User-Generated Content and is REAL content created by REAL consumers.

You may be noticing your social media feeds filled with real life testimonials of brands and products and wondering why brands are doing this. Its because it works!

 

Don't believe me? Here are some statistics to help you decide:

 

  • 79% of people say UGC highly impacts their purchasing decisions

  • Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision

  • UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average

  • UGC results in 29% higher web conversions than campaigns or websites without it

  • Consumers on average spend 5.4 hours per day with user-generated content

 

HOWEVER - As few as 16% of brands have a strategy regarding user-generated content - so jump on this now and get ahead of the game

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why ugc?

 

Over the last decade, marketers have seen unprecedented ease of programmatic advertising and social media influencers willing to sell anything and everything for a contract. While quite lucrative for those who cashed in, consumers now trust brands and high-profile influencers less than ever. 

 

So let your customers speak for you!

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case studY

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adidas 

I created and produced the content for adidas's Holiday campaign that launched adidas on TikTok, using a combination of paid creators and my friends.  I kept the creative brief as loose as possible to give the creators full creative autonomy, while still providing ample instruction so that they could deliver content in alignment with adidas messaging, brand voice, and with our Give Joy Give Sport campaign. I was present for all except for 1 video so the creative process was collaborative in real time. adidas put $201,865.26 behind this campaign and it drove 58,679,325 impressions, 41,478 leads, and 522,539 clicks. 

 

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featured in

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eater sf 

The San Francisco Giants, Tishman Speyer, and the Port of San Franciso featured my photography in their press release for retailer Quik Dog's announcement as part of the Mission Rock project, due to open in 2024. 

During the social media launch of this rpess release, reporters from the San Francico chronicle found out about the partnership and broke the story through one of my Instagram Reels.

 

the bold italic

The Bold Italic is an online magazine that celebrates the spirit of San Francisco and the Bay Area, brought to you by GrowSF.

I write, photograph, and create video content regularly for Bold Italic. 

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Node APp influencer marketing blog on DTC brands killing it with micro-influencers
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storytelling

I'm a natural storyteller and enjoy writing content from all over the categorical spectrum. I have produced casual fashion blogs and I've written technical papers using satellite imagery as a proxy for economic development, and I write about travel & hospitality in San Francisco and all over the globe.

Click below to see some of my writing samples. 

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Who I've Worked With

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What clients are saying

Becca hersh, 

Director of Display, Paid Social + Audiences at adidas

"I could not recommend Courtney enough when it comes to content creation. In the projects she completed for my team at adidas, she was attentive to our brand guidelines while ensuring that the concepts produced were creative and unique.

 

This can be a hard balance when managing work for a large global corporation and she nailed it. She spearheaded our creator-led content approach and left us with a blueprint for success that is still being used today.

 

Additionally, Courtney’s proactivity and ability to meet strict deadlines made her easy to work with and rely on for a variety of needs. I greatly enjoyed working with her and would do so again in a heartbeat.

Some Stats:

+87% improvement in website traffic volume

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UGC samples: Images

(scroll to the right to see more)

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UGC samples: video

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travel & Hospitality