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Government Client
Content & Strategy
Copywriting, Strategy, Branding
Date
Dec 2023
Location
Singapore
Role
Lead Creative
Youth Engagement Campaign
Insight: Young people care deeply about the future, but often feel unheard by traditional political structures. To bridge that gap, we created a digital identity that felt transparent, relatable, and present in the everyday conversations shaping youth culture.
As Lead Creative, I built and launched a new TikTok presence for a major government client, growing it organically from 0 to 12k followers in 3 months with no paid ads. The content leveraged cultural moments and fast-moving news cycles to drive engagement and relevance with younger audiences.
I also led the creative refresh across Instagram, Facebook, TikTok, and YouTube, resulting in a 50% increase in performance and reach in the months following the revamp.
Due to confidentiality, full details and work samples can only be shared in interview.
