While brands were buying their way into Small Business Saturday, I documented what was already true: StickerGiant customers were fans, not transactions. I walked Longmont's streets and found our stickers everywhere—on shop doors, espresso machines, brewery walls—placed by owners who'd never been asked to post, tag, or promote. That unpaid, unscripted reality became our content library. Turns out, the best UGC isn't generated. It's observed.

higher engagement than our quarterly average

Everyday Is Small Business Saturday When You're A Small Business

In fall 2021, I identified an insight: StickerGiant's small business customers (80% of our base) were burned out from pandemic pressure and "support small business" fatigue.

As Content Strategist, I helped the team reposition Small Business Saturday as Small Business EveryDay—shifting from transactional asks to authentic celebration.

For content I looked through dormant brand assets (past podcast interviews, promo videos shot a clients shops), orchestrated local business visits, and helped build out new online video content that generated [X engagement increase/X impressions/X% sales lift] while deepening customer loyalty through recognition, not promotion.