Harnessing the power of online influencers has been Samara Finn’s calling card since joining Marina Maher Communications in 2004. To this day, she continues to lead the firm’s efforts to get the best out of social media for clients. Finn has helped build the agency’s reputation and capability in the social and digital world and is a constant source of innovation. Achievements include pioneering the use of Twitter for major brand announcements, such as the launch of Sofia Vergara as a CoverGirl spokesperson live from a commercial shoot.
Finn’s ability to build relationships with online influencers is no accident. She starts her day by reading the social media channels of the more than 200 influencers she has gotten to know personally. She has helped transform scores of these key people into brand advocates through original concepts such as getting beauty bloggers to present awards at the Cosmetic Executive Women’s award lunch and inviting them to a Presenter’s Primping Party beforehand.
When the Procter & Gamble beauty team wanted high-quality coverage of their Holiday 2011 products, Finn created a unique event to capitalize on bloggers’ need for quality video content for their sites. She gave online influencers the chance to create their own holiday gift guide videos using P&G products. She also included on-camera training with TV stylist Robert Verdi, which resulted in all participants posting their videos and many flagging up the event.
Other highlights include the relaunch of the Herbal Essences Classic Collection with a phased online strategy, culminating in sponsorship of the Grammys. Finn is highly respected by her peers, her team, and notable influencers alike.
As Kristen Booker of the Fashion. Style. Beauty. blog puts it, "As someone who works almost entirely in the digital space, I can honestly say that my blogging and online beauty peers and I consider Samara to be one of the top PR pros around."