Case Study: Kinotech

Kinotech, the parent company of four dynamic direct-to-consumer (D2C) brands (GlowRight, Kilos Gear, Genion Space, and Genion Kids) has experienced remarkable growth and engagement thanks to its strategic focus on user-generated content (UGC). In the summer of 2023, Sam collaborated directly with Kinotech's founder and CEO, Ryan Yu, to ideate and execute UGC concepts for one of their flagship brands, Genion Space. Recognizing the potential of Sam's contributions, Kinotech extended her involvement to encompass a broader role in driving paid media strategy across all four brands. 

Sam's approach revolved around a deep understanding of each brand's identity and target audience. Leveraging her expertise in paid media strategy, she crafted content concepts tailored to resonate with consumers while aligning with the brands' core values. Her responsibilities include conducting competitor and market research, sourcing/managing creators and influencers, concept ideation and script/brief creation, a percentage of filming/editing and reviewing ad analytics.

Her contributions have yielded remarkable results. She has generated over half a million dollars in purchase conversions, boasting an average click-through rate (CTR) of 2.25% and an average return on advertising spend (ROAS) of 2.5.

As their brands continue to innovate and grow, Sam's project with Kinotech exemplifies the power of a collaborative content strategy and authentic and relatable User Generated Content in driving brand success.