Yakult Singapore
Yakult is a probiotic cultured milk drink from Japan that supports gut health. With a strong global presence, Yakult is sold in 40 countries and regions around the world.
My Scope of Work
Content Strategy
Creative Direction
Copywriting
Client Servicing
Performance Analysis
Duration
2020 – 2020
CONTEXT
During my internship at We Are Solstice, a creative agency, I managed Yakult Singapore as one of my key accounts. I collaborated with graphic designers to develop and execute content calendars for Yakult Singapore’s Facebook and Instagram pages.
OBJECTIVES
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Strengthen brand connection
Build a relatable and approachable brand presence through engaging storytelling and community-driven content.
Increase audience engagement
Develop creative and interactive content that resonates with followers, driving meaningful interactions and conversations.
Leverage trends for visibility
Utilise trendjacking to keep content relevant, increasing reach and engagement by tapping into viral topics.
SOCIAL MEDIA
Content Strategy
I developed monthly content calendars for Yakult Singapore's Facebook and Instagram pages, ensuring a consistent and engaging online presence. My role involved researching suitable content and crafting social media captions that resonated with the audience. I collaborated closely with graphic designers to produce accompanying visuals, playing an active role by sketching my ideas and providing detailed briefs, which demonstrated effective communication and teamwork skills.
Additionally, I collected and analysed performance data each month to create comprehensive social media reports for the client. By identifying the highest and lowest performing posts, I provided actionable suggestions to enhance future content strategy.
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Trendjacking:
Among Us
In 2020, the desktop and mobile game Among Us surged in popularity, captivating millions globally as people sought engaging activities during the pandemic. Social media platforms were flooded with trending Among Us memes, presenting an opportunity for Yakult Singapore to connect with the audience through relevant content.
Recognising the visual similarity between Yakult bottles and Among Us characters, I proposed a creative approach to trendjacking. I sketched designs featuring Yakult bottles adorned with iconic accessories from the game. One of the concepts included a visual inspired by the game's victory screen, accompanied by the playful caption, "Guess who was the imposter?"
This post resonated with audiences, becoming Yakult Singapore's best-performing post in months, generating over 600 likes, 50 comments, and 200 shares.
Content Pillar:
Festive Occasions
For this content pillar, I wrote engaging captions for social media posts and provided creative briefs for graphic designers. I sketched out storyboards for videos and GIFs to ensure a cohesive visual narrative.
To keep the content fresh and exciting, I proposed incorporating dynamic formats like videos and GIFs alongside the usual static images.
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Content Pillar:
#DidYouKnow
I conducted thorough research on intriguing health facts to share within this content pillar.
The copy I wrote was tailored for social media audiences, making complex information accessible and engaging. I also conceptualised accompanying visual content that aligned with the informative nature of this series, ensuring a consistent look and feel.
Content Pillar:
Family Bonding
For this pillar, I sourced appropriate stock photos that resonated with the theme of family and connection. I wrote copy that highlighted the importance of family bonding while promoting Yakult as a part of healthy family habits.
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Content Pillar:
Brain Teasers
I researched captivating brain teasers that could be adapted for Yakult's social media pages, ensuring they were relevant and engaging for the audience.
I wrote the copy and conceptualised visual content, providing sketches for the graphic design team to help them bring these interactive posts to life.
Content Pillar:
Yakult Lady
This content pillar aims to raise awareness of Yakult Singapore's home delivery service.
I wrote the copy and drew storyboards for the videos, focusing on clear messaging that communicated the convenience and benefits of this service. My approach ensured that the visuals effectively complemented the narrative and encouraged audience engagement.