Looking to apply my journalistic know-how in new and meaningful ways, I moved into various social media management roles. By carefully curating content calendars and crafting compelling copy, I sought to tell the stories of amazing companies and the people who power them, leading to an increase in brand awareness, equity, and loyalty.
Here are some examples of my work with Centre 42, a non-profit theatre space, and T2 Tea, a Unilever-owned tea brand:
Centre 42 Facebook || A year at non-profit theatre development space Centre 42 would always fly by in a flurry of showcases, workshops, talks, and other events. I felt it was important to compile a Facebook album at the end of each year to give us time to reflect and celebrate our artists and milestones. The album would also serve as a powerful visual storytelling tool to showcase the many ways that the Centre had served the community, and help convince arts lovers to donate and support our cause. 
Centre 42 Instagram || To shine a spotlight on the arts practitioners who had been hard at work making magic within our spaces, I introduced a series called #humansofC42 on Instagram. Each week, I got to chat with a different human and share their journeys, hopes, dreams, fears, life lessons, and everything in between with our followers. This was one of my favourite projects at Centre 42! 
T2 Tea (Global) Instagram || As the Global Social Media Assistant Manager at T2, some of my responsibilities included curating, copywriting, and scheduling posts for all 12 of the company’s social media channels. My job – and it was a fantastic one – was to get our followers to “taste” the tea just by looking at and reading the content, while also letting them know how it would make them feel. As a general rule, when I started getting cravings for a cuppa, I knew the post was good to go! 
T2 Tea (SG) Instagram || When I helped launch T2 Singapore’s Instagram channel in February 2020, the main challenge was to acquire followers for the new account. One campaign I built involved partnering with the incredible local baker @susanne.decochiffon, who created literal “cup-cakes” inspired by a new range of mugs we launched for Easter to give away to a lucky winner. We received over 300 entries for the competition, and gained a league of new tea lovers! 
T2 Tea Pinterest || One of the most rewarding projects I worked on at T2 was to strip out and revamp its entire Pinterest account, in order to make the content more searchable and give it a stronger aesthetic narrative. After just a couple of weeks following the relaunch, the results speak for themselves: organic impressions shot up by over 2,800% and organic engagements went up by 840% month-on-month.
GWEN PEW 