Courtney Lynn Muro

           data-driven creative

User-Centered Content

Content
Creation

[ user-generated content ]

Nice to meet you, I’m Courtney!

I have experience creating content for world-famous brands like adidas, and brands as small as my own women’s clothing boutique, Mona Monet. I’m the exact target market for the brands that I work with, so I understand marketing from both the brand and the consumer side. I know what customers need to hear in order to trust a brand enough to convert, and I know how to create that content.

My resources extend beyond just my home studio. I have a team in Medellin, Colombia that I work with when we need high-level production, and I use friends and other creators when we need to stay local.

I only create for brands and products that I truly love. This way my enthusiasm is authentic and resonates with the brand’s audience. I specialize in food and beverage, CPG, travel, home, and experiences – in San Francisco or far away.

I’ve also been helping brands strategize against the production, storytelling, and dissemination of their content for the last 7 years. Read more about my experience with content strategy here.

About UGC

What is UGC?

UGC stands for User-Generated Content and is REAL content created by REAL consumers.

​You may be noticing your social media feeds filled with real life testimonials of brands and products and wondering why brands are doing this. Its because it works!

Don’t believe me? Here are some statistics to help you decide:

  • 79% of people say UGC highly impacts their purchasing decisions
  • Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision
  • UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average
  • UGC results in 29% higher web conversions than campaigns or websites without it
  • Consumers on average spend 5.4 hours per day with user-generated content

HOWEVER – As few as 16% of brands have a strategy regarding user-generated content – so jump on this now and get ahead of the game

Why UGC?

Over the last decade, marketers have seen unprecedented ease of programmatic advertising and social media influencers willing to sell anything and everything for a contract. While quite lucrative for those who cashed in, consumers now trust brands and high-profile influencers less than ever.

So let your customers speak for you!

Case Study

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Adidas

I created and produced the content for adidas’s Holiday campaign that launched adidas on TikTok, using a combination of paid creators and my friends. I kept the creative brief as loose as possible to give the creators full creative autonomy, while still providing ample instruction so that they could deliver content in alignment with adidas messaging, brand voice, and with our Give Joy Give Sport campaign. I was present for all except for 1 video so the creative process was collaborative in real time. adidas put $201,865.26 behind this campaign and it drove 58,679,325 impressions, 41,478 leads, and 522,539 clicks.

Featured In

Eater magazine article

Eater SF

The San Francisco Giants, Tishman Speyer, and the Port of San Franciso featured my photography in their press release for retailer Quik Dog’s announcement as part of the Mission Rock project, due to open in 2024.

​During the social media launch of this rpess release, reporters from the San Francico chronicle found out about the partnership and broke the story through one of my Instagram Reels.

Read the Article

The Bold Italic

The Bold Italic is an online magazine that celebrates the spirit of San Francisco and the Bay Area, brought to you by GrowSF.

I write, photograph, and create video content regularly for Bold Italic.

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Thrillist

Thrillist is a dynamic digital media brand renowned for its engaging content in food, drink, travel, entertainment, and diverse lifestyle topics. Thrillist provides millennials and younger adults with informative and often humorous articles, videos, and guides, offering recommendations and insights into exploring new experiences and discovering hidden gems worldwide.

Read the Article

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Storytelling

I’m a natural storyteller and enjoy writing content from all over the categorical spectrum. I have produced casual fashion blogs and I’ve written technical papers using satellite imagery as a proxy for economic development, and I write about travel & hospitality in San Francisco and all over the globe.

Click below to see some of my writing samples.

What Clients Are Saying

Becca Hersh, Director of Display, Paid Social + Audiences at adidas

“I could not recommend Courtney enough when it comes to content creation. In the projects she completed for my team at adidas, she was attentive to our brand guidelines while ensuring that the concepts produced were creative and unique.

This can be a hard balance when managing work for a large global corporation and she nailed it. She spearheaded our creator-led content approach and left us with a blueprint for success that is still being used today.

Additionally, Courtney’s proactivity and ability to meet strict deadlines made her easy to work with and rely on for a variety of needs. I greatly enjoyed working with her and would do so again in a heartbeat.”

​Some stats:
​+87% improvement in website traffic volume

Sophie Mateu, SF City Director at The Nudge

“Itʼs been an absolute pleasure to work with Courtney, she is creative, hard-working, and innovative. As the SF Nudge City Director, I’ve had the chance to work with Courtney on dozens of video content pieces. She is skilled at having a pulse on the SF community, building connections with local businesses, and developing deep and meaningful stories.

Courtneyʼs content and video skills have really developed & it has been so fun to see her work grow and evolve. She dives head-first into every video she films and really unearths the story & the people behind each piece. She is reliable, always comes to the table with fresh ideas, and likes to push the boundaries of the creative.

It has been a great opportunity to be able to collaborate with Courtney and she has had a significant impact on the content at The Nudge.”

​Some Stats:
Over 10,000 Nudgers have applied, and only 3% get accepted (1% for Pro Planners)
​Courtney has the highest views of all SF contributors MoM in 2024

Delaney Lepak, Mission Rock Development Manager at Tishman Speyer

“Courtney has been a huge asset to the Mission Rock project, just south of the SF Giants’ ballpark. She helped launch both Mission Rock’s and The Canyon’s social media accounts and collaborated with us to set the foundation for the tone and messaging.

​A big goal of ours was placemaking and connecting Mission Rock with the greater neighborhood and community. She went above and beyond, collaborating with local retailers, neighbors in the city, and other influencers to help us integrate Mission Rock into the community.

​Beyond the creativity of the work that speaks for itself, she is also very organized and receptive to any feedback/tweaks to recommended work. She is a pleasure to work with and I would recommend her over and over again.”

​Some Stats:
+200% impressions on Canyon posts

Achilleas Petris, Marketing Director of Gratsi Wine

“Courtney is great to work with and I wanted to acknowledge her excellent work. As Gratsi’s Marketing Director, I have the pleasure of collaborating with her on paid social campaigns.

Courtney is our go-to person for filming great hooks and user-generated content clips. She’s got a real talent for capturing moments that grab your attention in a world of endless scrolling. Her consistent work has seriously boosted our online presence, leading to more engagement and sales. She’s reliable, responsive, and super creative, making every project a breeze.”

​Some Stats:
Impressions of Ads: 12,318,445
People Reached: 4,111,704
Average Cost per Purchase: $42.54
CPM: $16.06
Average Hook Rate: 18.84%

Noam Giras, Partnerships Team Lead at mixit

“Collaborating with Courtney has been a pleasure. Her ability to craft compelling hooks is seriously impressive, giving her content that scroll-stopping edge you need in today’s digital landscape. Through engaging visuals, Courtney effortlessly retains the attention of audiences, leading to higher engagement rates. Working together was seamless, and enjoyable, and we look forward to the opportunity to team up again down the line!”

​Some Stats:
Hook Rate: 28.75%
CTR: 3.5%

UGC Samples: Images

UGC Samples: Videos

Travel & Hospitality

Travel & Hospitality: Videos

Check Out My Other Travel Content

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Using myself as a model in my home studio is easiest and quickest, but I use friends, including men, as well. And if we want to scale I can tap into my teams in California and Medellin, Colombia

  • Lifestyle Video
  • Branding Video
  • Commercial Video
  • TikTok-style videos with transitions
  • Organic or paid content
  • Whitelisting
  • Voiceovers
  • Still life images: product photography and editing
  • Commercial Video
  • Travel content: written, still, and video
  • Concepting, scriptwriting (co-writing or solo) & storyboarding
  • and more!
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