Portfolio
The following are just a few examples of my creative endevours, where every project tells a unique story and is executed with thoughtful strategy.
Shorty Award Winner
2022
In leading the PR campaign for Ripley's Believe It or Not! during Kim Kardashian's iconic Met Gala appearance in Marilyn Monroe's historic dress, I orchestrated a high-impact campaign that achieved remarkable results. The campaign generated 18,952 articles and 7,328 broadcast hits in a single week, reaching millions globally and securing billions in estimated media value. Major outlets like Vogue, The New York Times, and BBC covered the event, while Ripley's social channels saw a 156% increase in impressions, totaling 8.7 million across Facebook, Instagram, and Twitter. Post-Gala, the dress's display at Ripley's Hollywood led to a 63% rise in site traffic and a staggering 9,933% increase in social engagement. The collaboration also featured prominently in Season 2 of Hulu’s The Kardashians, further extending the campaign's reach and impact.
Ripley’s Met Gala campaign was honored as the Best Multi-Platform Partnership at the 15th Annual Shorty Awards and was also recognized by the International Association of Amusement Parks and Attractions with a Brass Ring Award.
2019
As both the marketing lead for the company’s 100-year anniversary campaign and producer for the revitalized Ripley’s Believe It or Not! series on the Travel Channel, I spearheaded a large-scale activation at San Diego Comic-Con. The immersive Ripley’s Believe It or Not! Car Lot transformed Petco Park into what Adweek recognized as one of their "10 Favorite TV Activations" at SDCC. Indoors, the brand’s booth maintained the automotive theme while displaying an array of unusual artifacts from Ripley’s exhibit collection and exclusive retail items, like shrunken head air fresheners and branded fuzzy dice. Ripley’s SDCC footprint culminated in a highly successful panel hosted by Bruce Campbell in a 2,500-seat ballroom, which was filled to capacity. These initiatives not only revived the Ripley’s brand but also delivered measurable results, including significant media attention and heightened engagement with both new and existing fans.
Impact
2024
In response to the review and removal of over 1,600 books—including three Ripley's Believe It or Not! titles—in Escambia County, Florida, Ripley's launched a successful campaign to distribute the brand's annual book to Florida residents for free. Taking the lead on this PR campaign, significant pickup can be attributed to its success, with over 20,000 copies sent to Florida residents.
I specialize in crafting and executing influencer marketing campaigns that captivate and engage audiences.
I led a high-profile collaboration with creator Angelica Hicks to reimagine Marilyn Monroe's iconic "Happy Birthday" dress, aligning perfectly with the 2024 Gala's theme of reviving historic fashion. Angelica's creative recreation, featured in videos across social media, achieving over 6 million views.
I orchestrated a fun, viral campaign for the Super Bowl by teaming up with WAVE Sushi to surprise Ripley's Aquarium animals with a sushi feast. This campaign delighted fans and showcased our ability to blend creativity with timely, engaging content.
Other collaborations include parnerships with esteemed organizations such as NOAA, the Georgia Aquarium, CBS, Nitro Circus, and more.
2020 - 2024
Leading the Ripley Publishing team, I managed the creation of the brand's beloved annual book and contributed to its research, writing, and editing. Working closely with both design and editorial, I ensured that each edition upholds Ripley's high editorial standards, delivering content that's impeccably curated and thoroughly researched and fact checked. My role extended beyond just editorial oversight; I was deeply involved in the products' PR and marketing strategy. From influencer and content marketing to email campaigns and traditional PR, I orchestrated a comprehensive approach to promote these books and engage with audiences.
2023 - 2024
Reimagining Ripley's online presence with a core management team, I helped lead the development of a dynamic, content-managed website designed to drive ticket sales and enhance brand clarity. Our strategic approach involved optimizing SEO, integrating digital marketing efforts, and ensuring top performance across devices. By conducting detailed audience research, content inventory assessments, and technology audits, we crafted a site that balances functionality with aesthetic appeal, all of which contributed to a significant boost in site traffic and user engagement.
I’m Sabrina Sieck.
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