Shoppable video
Shoppable video
In 2021, creator-led affiliate marketing was just becoming mainstream. Brands wanted to reach BuzzFeed's massive social audiences. Creators wanted authentic partnerships. And platforms were rolling out commerce features. I saw an opportunity to build something new: a division that made shoppable content that didn't feel like advertising.
The challenge? BuzzFeed didn't have this capability yet. We'd need to build the team, develop the creative approach, establish brand partnerships, launch new accounts, and prove the model could drive real revenue—all from scratch.
My role
I founded and led BuzzFeed's social content division for eCommerce, creating a new business unit focused on creator-driven product content across our biggest brands (Tasty, Nifty, Goodful) and new platforms.
The approach:
In-house creator network (BuzzFeed's existing talent)
External influencer partnerships with talent like Pierce Abernathy
Creative producers managing production and optimization
Analytics-driven approach to KPIs and performance
Results:
140% year-over-year revenue growth for the division
Built sustainable, scalable business model for creator-commerce content
Established new revenue stream for BuzzFeed's social brands
Content performance:
Hundreds of millions of views across platforms
3M partnership video: 37MM organic views on Tasty's Instagram (most-viewed video ever on the account)
Launched one of Snapchat’s first shoppable franchises: 20MM unique viewers
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Flying with my baby for the first time
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Making a DIY miniature library
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How a matcha whisk saves me $100 a month
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Walmart x Tasty: Oat pancakes
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Tasty x 3M: Restoring my cast iron skillet
Bellesa x BuzzFeed
Opportunity: When feminist sexual wellness brand Bellesa launched a new product line in 2020, they wanted to reach millennial and Gen Z women with organic social content instead of traditional advertising. The challenge? Create authentic conversations about sexual empowerment without feeling sales-y or exploitative.
The approach: My team developed inclusive, vlog-style Instagram content featuring diverse micro-influencers and relatable talent sharing genuine experiences. The breakout video, "Virgins Try Vibrators For The First Time," featured two women in a surprisingly moving, honest conversation about sexuality and self-discovery.
The outcome: Treated sexual wellness as a topic worthy of genuine, thoughtful content—not shock value or sales pitches. Gave talent space to be vulnerable and honest. Proved that "sensitive" topics can drive massive engagement when handled authentically.
Results:
4M+ views across Instagram
Thousands of products sold directly attributed to content
Exceeded all KPIs for reach and conversion
Client feedback: "It felt nothing like an advertisement. Literal 10/10."
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How To Raise Your Vibes With A Daily Toy Practice (feat. @merleeshay)
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We Took A Quiz To Find Our Perfect Toy (feat. @meiquinn and @indiapascucci)
