Ever wonder how viral ideas are born? Or how a parenting brand turned breast milk ice cream into a national conversation and a singing farts video into 39 MILLION views?

In this episode of In Her Direction, host Brittany Doohan sits down with Sam Yehle, Head of Social and in-house content creator at Nara Organics (formerly at Frida), to unpack her creative process, cultural forecasting, and the moment the internet told her exactly what to make next.

Sam breaks down:

• How the breast milk ice cream campaign started with a real consumer insight — and led to partnering with Josh Hart, a player for the New York Knicks
• Why social listening is the most underrated creative tool
• How she uses “culture radar” to predict what people will be talking about
• The creative spark behind Frida’s viral 39M-view Snow White/Windi product video
• Why parents are using TikTok and Reels as their new search engine
• Her pivot from marketing generalist → viral video creator → Head of Social
• How to make product content actually interesting
• Why real, messy, honest stories always win online

Whether you're a social media manager, creative strategist, brand leader, or a parent who’s chronically online, this episode will change the way you think about short-form video and the future of parenting content.

Thanks for listening! Want more?

Watch full In Her Direction episodes on YouTube & Spotify

Follow In Her Direction on Instagram for bite-sized clips, episode announcements, and a behind-the-scenes look at how IHD is made.