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I’m known for being blunt, have a high capacity for bringing teams together to collaborate, creator of IG stories with a dry humour, drool-worthy food photography, and terrible pottery. 

The advertising agency industry taught me to create, polish and package great strategic and creative work, and that the clients are mostly sometimes right.

The tech ride-sharing start up business taught me to hustle to get projects off the ground, experiment for the best possible outcomes, that perfection isn’t better than MAKE IT HAPPEN, and that the customers are almost always right. 

I am a brand and marketing social strategist, growth marketer, content creator, writer.

My sample work below, on LinkedIn and on Medium.


Uber | Unlocking Cities

Unlike in the US, Uber’s South-East Asian business was beloved for its safety and technological reliability in a region notorious for traffic jams, frequent city gridlocks, and unreliable public transportation options.  

Ride-hailing was an obvious solution which a third party research company documented in a white paper suggesting its positive impact in cities. Unlocking Cities began with the “Boxes” campaign which translated the product’s features / benefits and communicated the brand’s mission, purpose and role in each of the countries. The role of the brand was secondary to the purpose of ride-sharing in the category. 

We created a central film, website and shared over 200+ pieces of language and city- personalised facts and channel specific social media content to engage audiences in conversation. We also partnered with over 100 social media content creators and local publishers to spotlight the issues. 

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  GIFs were created to tap into local sentiment around traffic frustrations

GIFs were created to tap into local sentiment around traffic frustrations

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115M+ global video views
1.5B+ global social interactions
500+ international press pick ups
200+ social media content pieces
30% positive category uplift
10% uplift brand consideration

  A series of IG stories were created to drive to the film or website for more information.

A series of IG stories were created to drive to the film or website for more information.

  Third party publisher research provided city-specific facts which was used as content to fuel conversations.

Third party publisher research provided city-specific facts which was used as content to fuel conversations.


Uber x Canon | #HiddenCities

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Uber & Canon partnered to tell a data-driven, culturally relevant story leveraging local insights and local influencers. Uber found data points in cities with the least drop-offs. Sharing this data with Canon, we sent influencers to intriguingly gorgeous locations to capture these hidden cities. 

The social campaign was incredibly successfully in reach, engagement, and opened the doors to many more partnerships knocking on Uber’s doors. 

  Exclusive coffee table photography book of influencers’ works given away by the IG photographers to their fans.  

Exclusive coffee table photography book of influencers’ works given away by the IG photographers to their fans.  

43.9M+ people
764k resonance
1.4M estimated paid ad recall
7.5M Interactions with Creatives (Opens, Likes, Shares, Clicks, Views)
~300 pieces of user-generated content with #CanonxUber or #HiddenCities hashtags
Average 3.3s of FB videos watched


Publisher Partnerships 

Our Uber content strategy explored publisher partnerships to build narrative structures amongst varied audiences beyond the functional experience and the product. We partnered global and local publishers throughout the region including Mashable, VICE, Mothership, Rappler, Pijaru and more. We created extensive digital works including influencer hosted city discovery programs, editorials and music soundtracks.  

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I think about strategic content ecosystems all the time.
Let me think about yours.