Freelance content writing

Since the beginning of 2020, I've been a regular content writer for (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.

AWARE.ORG.ZA | Social media campaign on Instagram and Facebook

Brief: Create a social media campaign for '' on the dangers of underage drinking.

Insight and process: We chose the parents of underage drinkers as our target audience. Our concept was to use the reflection of children's different drinking objects in an adult’s wine bottle to represent parents indirectly influencing their children to drink. We created an Instagram ad, Instagram stories, and a Facebook ad. I wrote the copy. Cody and Natalie designed the graphics and the video.

Creative collaborators: Cody Losper and Natalie Ray.

Loeries: This campaign was entered into The Loeries Awards.

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

The website

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.

Video trailer

Podcast episodes