Sammy's Content Strategy

Sammy's is a local pop up specializing in New York Style Sandwiches made by Samuel Yampolsky, a Bronx native who moved to New Orleans eight years ago. After knowing Sam for many years, we began working together in September of 2025, and have had immediate success after we started rolling out the content in October.

Watch some sample content and view a layout of the strategy below, or take a look at the official Sammy's Instagram page with all of the content here.

Content Examples

VIDEO DESCRIPTION:

To the right is an example of a longer form piece of informational content, and a shorter form advertisement. The bottom right is a video for a secret menu item called the 'McDank.' The top video is an ad for the pop-up at Bronx Bar on Tuesdays. All videos are directed, produced, and edited by Brian Maassen, and all music used in the videos are composed and produced by Brian Maassen.

ABOUT THIS PROJECT

This is an ongoing content strategy, with videos posted on Instagram weekly. As of October 15th, the 'McDank Secret Menu' video (the video to the bottom right) has 131,000 views, 5,500 likes, and on it's own has generated 2,000 followers for the account, a 60% percent increase.

Content Strategy

This ongoing strategy involves three types of content:

Educational Content - Short, informative videos (1-3 minutes) focused on the why and how of the food. These are not about selling, but about teaching. The general goal with these is to get algorithmic traction and get new eyes/followers on the page. Emphasis on authenticity and relatability.

Example: The History of the Chopped Cheese

Live Cooking Demonstrations - Slightly longer videos (2-5 minutes) walking through the preparation of the sandwiches. Serves a dual purpose of engaging followers and driving new traffic to the page. Emphasis on showcasing the skill of the cook and the value in the product.

Example: Secret Menu Series

Event/Regular Hours Advertisements - Very short videos (less than a minute) aimed at directly converting followers into customers. Emphasis on looking professional and eye grabbing, with less talking and snappier editing.

Example: Bronx Bar Advertisement

Release Schedule

Videos are released on Fridays at 11 AM for content related to Carrollton Station, and Monday at 4 PM for content related to Bronx Bar. This is for a few reasons:

1. Pop Up Hours - The pop up is open at Carrolton Station on Saturday and Sunday, and Bronx Bar on Tuesdays. Putting out the video 24 hours before the pop up is open gives the video time to go through followers' feeds, and has a better chance of getting them to become customers the next day.

2. Intended Audience - While most research suggests that 11 AM on a Friday is not a good time to post a video (it is assumed that most people are working) , it doesn't factor in a large audience that follows Sammy's: the service industry. This group is both very supportive as customers, but also heavily engages with the posts. They are also usually working Friday nights, and using Instagram around noon, which means that we are able to get a lot of attention from them early and get their engagement, and catch people on the 9-5 schedule later in the day. This same idea doesn't work as well on Monday's because most service industry people are off of work.