Copywriting
Samples
Social Media
From Captions to Visual Copies
Final Caption
Exciting News! 💅 We’ve teamed up with Good Totes (@goodtotes) to bring you the ultimate camera and fashion compact combo. From now until 30 Nov, enjoy an exclusive limited edition Good Totes puffer bag with every EOS R50 purchased!
✨ Limited sets are available so secure yours now!
📷 Canon authorised dealers: http://bit.ly/CanonSG-Dealers
📷 Canon SG eShop: https://bit.ly/R50GoodTotes
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Thought Process
The main objective of this post was to push for sales by highlighting this limited-edition collaboration with Canon Singapore and Good Totes.
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The target audience for this particular product was mainly women, hence the heavy use of certain popular emojis and the greater emphasis on fashion. The main call to action should still be directing users to Canon's online shop to make this purchase, which is why an individual paragraph is dedicated specifically to this.
Final Caption
Ready to capture the world without the weight? 🎒 The RF24-105mm f/4-7.1 IS STM lens combines quality and convenience for the avid traveller. Get the zoom and save room with this light, compact lens.
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Thought Process
The main objective of this post was to push for awareness pertaining to its lightweight nature, crucial especially for photographers who love to travel.
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Considering this post was posted on Instagram, I could afford to adopt a more informal tone by using the use word puns and emojis to keep readers' attention.
Planning Email Content
Canon Singapore Promotional Newsletter
Objective: Push sales for Canon's Islandwide Promotion
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With this eDM mainly being sales-driven, it was crucial that the tone and language I used were exciting and eye-catching and that it encouraged users to explore the deals for our products. Hence, the upfront inclusion of the $1000 savings and free gifts, as well as the exclamation within the masthead.
Based on previous A/B eDM tests, we also found that a brief inclusion of the free gifts i.e. "Audio Technical Headphones" and "Premium Wireless Powerbank" within the introduction encouraged more clicks on the masthead.
Hence, it is through data-driven insights that my copy decisions are also made.
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Canon Singapore Welcome Email
Objective: Cultivate customer relationship and encourage audience engagement.
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This eDM's primary goal is to establish a relationship with new customers who just purchased one of our client's products and eventually, build customer retention.
Hence, the tone of the copy used throughout the email was more informal and inspirational to encourage users to use their product while showing a sense of gratitude for choosing our client as partner in their creative pursuits.
Articles
Online News Pieces
Why is Xiao Mei Mei Problematic?
In this article, I explore the problematic nature of the term "Xiao Mei Mei" (XMM), questioning the appropriateness of young girls posting certain images on social media platforms and the complexities of blaming them for the attention they receive.
I critically examine society's role in humorising the trope, potentially contributing to online sexual harassment, and emphasising on the need for a nuanced understanding of the issue instead of perpetuating stereotypes.
Read more here.
THE SOLDIERS: South Korea's New Military Reality Show Displays How Soft Power Goes Hard
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I discuss the Korean reality TV show "The Soldiers," showcasing South Korea's elite special forces. I explore how the show employs soft power to present the military positively through strategic editing, candidate selection, and international team leaders.
While analysing hot half-naked men closely, I consider if Singapore could adopt a similar approach to promote its military as well.
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Read more here.
