Unboxing + Maker + Music = YouTube MAGIC!!!

If you’ve got an iconic box kids know and love, it only makes sense to combine it with something else they know and love—unboxing content!!! While leading content development at Build-A-Bear I led the creation of several content series that smashed previous metrics—a ten-point lift in average view through rate, longer average minutes watched, and significantly longer total minutes watched. These new series increased subscriptions 68% and organic traffic 26%.

"Maker" content series that taught kids to make all kinds of things!

Music content series that features original songs.

Role: Creative Strategy, Branding, Creative Direction, Content Development, Scripting, Directing