I developed high-impact content strategies that increased engagement, conversions, and brand awareness for purpose-driven brands, like TRYVE, an NGO focused on mental health. By combining psychology-driven storytelling with digital marketing expertise, I created content that resonated emotionally while driving tangible results.

Low audience engagement and retention

Lack of clear, compelling brand messaging and identity

Content not converting into followers

Audience-Centric Content Strategy: Researched audience psychology to craft messaging that resonates deeply, and revisited their buyers’ persona.

Optimised Visual & Copy Strategy: Designed high-converting posts, carousels, and videos tailored for engagement.

Strategic Call-to-Actions (CTAs): Implemented subtle, but effective CTAs to drive website clicks, sign-ups and sales, that aligned with brand voice.

Performance Analysis & Refinement: Used insights from analytics to constantly refine and optimise content for better reach and impact.

+120% TikTok reach, +266.67% TikTok followers, +506.45% Instagram, engagement and +11% Instagram followers in 1 month.

Improved audience, retention and brand credibility.

Increased conversions (followers, engagement, ticket sales, profile views)

Goal: Educate audience on everyday practices for mental wellness

Strategy: Used minimalist graphics combined with the use of visual hierarchy & clear CTAs

Result: +20% increase in engagement, +30% more saves

Link to Full Carousel: https://drive.google.com/file/d/13CSmCaQG8SfYnPn-iU6_7gjb8441KjkD/view?usp=drivesdk

Goal: Improve brand messaging & design

Strategy: Created a brand style guide, and made use of brand fonts and visual hierarchy to craft a minimalist, visually appealing post.

Result: +78% increase in engagement, +23% increase in saves, +11% increase in profile views

Goal: Promote ‘Screen-Free Saturday”, an event to go screen-free and indulge in one’s hobbies.

Strategy: Used localisation to appeal to Singapore residents, used consumer psychology to craft emotionally-provoking and compelling text and cohesive transitions to add visual appeal.

Result: +452.69% increase in reach, +120% increase in engagement, +200% in saves

Goal: Drive conversation, audience interaction & share stress-management tips.

Strategy: Made use of visually-pleasing graphics, hook-driven opening & clear CTAs to drive engagement.

Result: +123% increase in views, +60% increase in likes

Goal: Educate audience on the benefits of going screen-free in efforts to promote ‘Screen-Free Saturday’

Strategy: Used visual hierarchy to craft a visually aesthetic infographics, used brand colours to stick to brand’s style guide and icons to draw audience in

Results: +316% increase in views, +80% increase in engagement, +200% in saves and profile visits

Understanding Audience Psychology - Crafting messages that resonate deeply

Optimising Visual Storytelling - Combining aesthetics with strategy for higher conversions

Content Testing & Analytics-Driven Refinement - Constant improvement for better engagement