The Founders

Between them, the last decade of culture.

Elfried Samba and Michael Heaven, co-founders of Butterfly Effect, standing back to back

Michael Heaven · Elfried SambaCo-Founders, Butterfly Effect

Elfried and Michael have architected some of the most culturally significant brand moments of the last decade.

They don't consult from the outside. They build from the inside.

Elfried was Global Head of Social at Gymshark - one of the fastest-growing brands in the world - where he architected the community strategy that turned a product into a movement. He also built one of the most engaged personal brands in B2B, ranked the second most engaging B2B creator on LinkedIn globally.

Michael was at Social Chain - the agency that rewrote the rules on social and creator strategy - where he helped scale the business into the US and architected campaigns for some of the UK's most ambitious brands.

Michael Heaven

Co-Founder & MD

Social Chain founding member. Scaled the agency into the US. Architected creator and social strategies for some of the world's most ambitious brands, including leading Mark Cuban-backed agency Offset.

Connect on LinkedIn

Elfried Samba

Co-Founder & CEO

Global Head of Social at Gymshark. Second most engaging B2B creator on LinkedIn globally. Architected the community strategy behind one of the most culturally relevant brands in the world.

Connect on LinkedIn

Our model

Architects and Builders.

Senior thinking at the centre. Specialist execution at the edges. Global scale when the opportunity demands it.

The Architects

Design the system

Community strategy
Cultural positioning
Creator ecosystem
Distribution model
Media engine
Intelligence layer

The Builders

Turn it into momentum

Campaigns and content
Creator programmes
Partnerships
Production
Activations
Playbooks and measurable outputs

Delivery experts across the world

When the work needs to scale, we activate a wider network of vetted specialists, each onboarded into the Butterfly Effect way. We move fast without becoming messy, localise without losing the bigger idea, and scale output without diluting taste.

The advantage is not just access to talent. It is orchestration.

Leadership

Our starting
12.

Every brand wants community. Very few are willing to build the trust required to earn one.

That is where we come in. Our team brings together brand strategy, influencer expertise, social fluency, production craft and partnership thinking to design the signals that move people closer.