Samantha Robinson

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About

Hi, I’m Sami, a Brisbane-based content creator, marketing professional, and mum with a lifelong creative streak. I might be new to this platform, but I am certainly not new to content creation! By day, I work in social media and marketing, leading content strategy and brand storytelling at scale. I understand not just how to film a video, but how to build narrative, drive retention, and create content that aligns with business goals. I know what brands are looking for because I’ve sat on both sides of the brief. Alongside my professional work, I’ve grown my own engaged personal following through DIY series, motherhood content, and lifestyle storytelling. My audience connects with me because my content feels honest, warm, and intentionally crafted, and that same authenticity carries into every UGC project I create. I specialise in: • Native-style ad creatives that don’t feel like ads • Strong hooks that capture attention quickly • Relatable, natural on-camera delivery • Clean, polished visuals with personality • Clear, conversion-aware CTAs As a mum to a busy toddler, I naturally create compelling content in the family, home, lifestyle and wellness space, but my background in marketing means I can adapt seamlessly across industries. If I accept a brief, it’s because I’m confident I can deliver thoughtful, strategic content that feels organic while still performing. Let’s create something that blends authenticity with impact.

Capabilities

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Showcase work

Family

Eden Play strategic hook-led organic Video

This video reached 63.3K views and generated 832 saves, which is a strong indicator of high-intent engagement for a service-based business, where saves often reflect future visitation planning. The concept was built around a core parent pain point: the lack of safe, age-appropriate play spaces for children under three. The hook opens with: “Finally, there is a play centre that is made for children UNDER 3.” By immediately presenting a clear problem-solution message, the video captured attention and resonated deeply with the target audience. I was given full creative and strategic direction across the entire Eden Play brand content project, including the development of video concepts and professional photography/videography assets. This concept was driven by my marketing background and understanding of audience psychology: identifying what parents were already thinking and articulating it in a way that stopped the scroll. This piece demonstrates my ability to: • Lead creative strategy from insight to execution • Craft high-performing, pain-point-driven hooks • Develop cohesive brand assets across video and photography • Create native-style promotional content that drives meaningful engagement

Family , Food

Narrative-Driven brand integration campaign

This video organically generated 523K views, 2,023 saves, 677 shares and over 17K likes, demonstrating strong reach, retention and shareability without paid amplification. Rather than presenting the product in a traditional promotional format, I built the concept around personal storytelling. I shared a relatable experience from my own wedding, where many guests left their wedding favours behind. After researching what guests are most likely to actually take home, I discovered that edible favours have the highest uptake. That insight became the foundation of the video. I documented making custom wedding favour cookies for a friend’s wedding using Lulu & Stone cookie cutters, naturally integrating the product into a narrative that felt authentic rather than sales-driven. The brand appeared as a solution within the story, not the centre of a hard sell. This piece highlights my ability to: • Use storytelling to drive organic reach • Position products as solutions within lived experiences • Create highly shareable, save-worthy content • Generate strong engagement without paid support The result was content that felt personal, useful and relatable, while still delivering significant brand visibility.