Freelance content writing
Since the beginning of 2020, I've been a regular content writer for Nutreats.co.za (a South African lifestyle and wellness brand). Every month, I write a bookish article for them.
Writing and storytelling are my passions, and for a long time, I wanted to become a published author. I still do. But it wasn’t until a friend suggested that I study copywriting that I started seriously thinking about digital content creation and online writing as a career path.
So, I did what I always do: I researched, wrote pro and con lists, and did an excessive amount of overthinking. Now, I have my heart set on a career as a copywriter, social media manager, and content writer (while also writing those novels and films). Studying for the Higher Certificate in Digital Content Creation at the Red & Yellow Creative School of Business has been an integral part of stepping towards that goal.
TRIP ADVISOR | Community activity and customer service
on LinkedIn and Facebook
Brief: Create a community activity on social media for Tripadvisor. I identified two separate target audience segments, created an activity, and created a social media post to build engagement between the brand and one of its audience segments. As the brand, I also had to respond to a customer complaint.
Insight and process: Business accommodations around the world were suffering financial losses because of COVID-19, and businesspeople who travelled all over the world for work couldn't do that anymore. I wanted to create an activity that offered help to those accommodation establishments, and also offered entertainment to business people who were unable to travel. I chose LinkedIn for the community activity (aimed at business men), and Facebook for the engagement post (aimed at elderly retired couples who travel for pleasure) - these suited the individual target segments.
Community activity (sound on for video!)
Customer service interaction
FARM2TABLE | Digital presence and marketing strategy on Facebook, Instagram, and a website
Brief: Create an online presence for a small local business that had suffered as a result of COVID-19. This involved creating a content plan, identifying a target audience, creating a website, and creating a presentation to introduce the new digital strategy to the client.
Insight and process: I chose a local business called Farm 2 Table, and executed the content plan across Facebook and Instagram. I noted how small businesses were gaining visibility on Instagram and attracting support (especially from young adults who were looking to buy from smaller brands) and aimed to establish Farm 2 Table as one of those businesses.
Social media posts on Facebook and Instagram
Presenting the digital marketing strategy to the client
Brief: Conceptualise, draw up a storyboard, write the script for and perform post production on a content video that communicates how one of Red & Yellow’s values resonates with me. This video would be published on social media.
Insight and process: I chose the value of "Persistence" and related it to my writing journey and insecurities. I didn't want the narrative to be too literal, and chose to rely on music and set design instead of dialogue. I also created the sinister, dramatic tone to convey the difficulty of persisting through insecurities.
AMY NIKITA - My personal brand | Podcast series
Brief: Create a podcast series for a brand, research and identify a target audience, write the scripts (and draw up a storyboard for the trailer) and perform post production.
Insight and process: I wanted to raise awareness about the dangers of romanticised abuse in books and films. Romanticised abuse is not something many people consider dangerous, and I wanted to change that; by choosing a target audience (young adults) who are vocal on social media about important issues, I hoped to raise that awareness.