My Journey as a Creative Content Intern at Delightex
- Esther Pang
- Aug 18, 2024
- 10 min read
Updated: Aug 24, 2024
Hi there! I am Esther Pang, and I just wrapped up an exhilarating 8-week internship at Delightex, where I had the opportunity to immerse myself in a dynamic working environment in the digital marketing scene, with the exciting newly launched snackable moods brand @findmyhue!
As a Creative Content Intern, I wasn't just a spectator. I was fully engaged, ideating impactful social media strategies, creating compelling content, and driving marketing campaigns to attract our target audience. In this reflection, I'll share the hands-on skills I sharpened, the insider perspectives I gained in the fast-paced world of digital marketing, and the valuable lessons I carried away from my unforgettable journey at Delightex.
Tasks Assigned During My Internship
During my internship, I was entrusted with various tasks that pushed me to elevate my digital marketing and content creation skills. These key tasks are:
1. Content Creation
For the main course of my internship, I was heavily involved in creative content development for @findmyhue, where I played a pivotal role in shaping the brand's visual identity. During my first week, I hit the ground running by designing captivating brand assets, including eye-catching graphics and Instagram highlights that perfectly captured the essence of the brand.
I also took charge of planning a monthly content calendar for @findmyhue's Instagram and TikTok, pitching fresh content ideas, drafting detailed storyboards for videos, and creating cohesive feed templates to ensure a consistent brand aesthetic. My role extended to crafting appealing captions and editing content from various shoots. I produced an impressive total of 21 videos and 36 static posts. This experience not only sharpened my editing skills but also sharpened my ability to write persuasive, on-brand copywriting, making every piece of content resonate with our audience.
2. Event Execution
A major highlight of my internship was supporting the execution of @findmyhue's 'Gift Of Moods' Campaign at the Glow Festival, Bugis Junction, and Guoco Tower Roadshow Pop-Up Booths. I was at the forefront of creating vibrant photo and video assets for social media, driving event promotion across offline and online channels, and fostering engagement among followers to create a strong community. My efforts played a crucial role in growing our Instagram following to 2300 and our TikTok following to 500.
Additionally, I had the opportunity to participate in outbound shoots, including a 'back to school' themed shoot at NUS with our collaborative marketing agency, where I gained invaluable insights into the intricacies of professional shoot direction.
3. Livestream
A standout task during my internship was orchestrating a high-energy TikTok livestream for @findmyhue. I took charge of designing a visually appealing product billboard, meticulously planning the livestream timeline, and handling the logistics, from setting up sample displays to perfect lighting. The event was a resounding success, attracting over 800 viewers and resulting in the sale of more than 70 products. This experience not only significantly boosted my confidence in livestream preparation, but also sharpened my skills in real-time audience engagement.
4. Trend Monitoring
I made it a priority to stay on the pulse of industry trends, ensuring that @findmyhue’s content remained fresh and captivating. I actively identified trending ideas and wove them into our content strategy, leading innovative video concepts like street interviews and livestream announcements. I also promoted the integration of User-Generated Content (UGC) creators into their upcoming campaigns. The strategy was well received by the team, recognising its growing potential for generating leads. This role deepened my appreciation for the dynamic nature of trends and their power to amplify brand visibility and engagement.
Value Added to Delightex
Over the course of my Internship, I made significant contributions to Delightex by driving brand growth, creating impactful content, and providing strategic insights. I helped @findmyhue achieve measurable success in social media engagement, content production, and marketing effectiveness.
Key Achievements (based on measurable KPIs):
Increased Brand Awareness: Grew @findmyhue’s Instagram followers to over 2,300 and TikTok followers to over 1,500 within two months.
Amplified Content Creation: Designed event posters, brand assets, and produced 21 videos and 36 static posts, enough to sustain 4 months of social media activity.
Strategic Input: Provided Gen Z insights during strategic discussions, influencing content planning and digital marketing strategies.
Successful Livestream Execution: Planned and executed a TikTok livestream that attracted over 800 viewers and resulted in 70 product sales.
High Engagement Metrics: Contributed to achieving over 150,000 views across various content initiatives.
--> Swipe to view @findmyhue's social media and livestream performance metrics
Overall Learning Outcomes
Throughout my internship, I gained invaluable skills and knowledge that have significantly contributed to my personal and professional growth. I gained hands-on experience in digital marketing, particularly in social media strategy, content creation, and campaign execution. I mastered the art of creative content development, utilising various editing tools to design compelling social media posts, and crafting engaging brand stories that resonate with target audiences.
One of my major takeaways was the ability to effectively execute events, such as successful roadshow activities, which taught me the power of direct engagement and follower interaction. Additionally, managing a 1-hour TikTok livestream honed my skills in real-time audience engagement and logistics management.
Apart from that, I learned to navigate the complexities of social media algorithms and overcame the challenges of adapting to spontaneous situations during shoots. This pushed me to think creatively and strategically, which has allowed me to gain confidence in my problem-solving abilities and learn the importance of adaptability in the fast-paced digital marketing world.
--> Swipe to view post-performance analytics and Canva and Capcut editing tools utilised
Insights and Takeaways
My internship provided profound insights into the ever-evolving field of digital marketing, particularly revealing the crucial role of adaptability, creativity, and strategic planning. I learned that staying current with industry trends is crucial for maintaining relevance and engagement, as demonstrated by my contributions to innovative video concepts and trend-based content strategies.
These insights have solidified my passion for digital marketing and creative content strategy, shaping my career aspirations and reinforcing my commitment to this field. I am incredibly grateful for the guidance and opportunities provided by the Delightex team, which have equipped me with the confidence and skills to excel.
As I look to the future, I am excited to build on this foundation and explore new opportunities in digital marketing. Feel free to leave comments or ask questions about my experience—I’m eager to share more about this journey and my future goals!
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Week-by-Week Breakdown
Embarking on my internship journey at Delightex was like stepping into a whirlwind of creativity and learning. This appendix offers a deeper look to explore how each week unfolded and the transformative moments that shaped my journey.
Week 1: Brand Asset Creation and Event Poster Design
Over my first week upon joining Delightex, I was assigned to create brand assets for @findmyhue's Instagram and TikTok. I learnt how to design appealing graphics stories for their Instagram highlights according to findmyhue's brand guidelines, and develop an online spin the wheel for the roadshow event This helped to convey the brand's image and generate engagement with our followers. I was able to understand the digital marketing preparation required for a new brand launch.
Apart from that, I was also tasked to create an event poster for @mudolabs. I creatively drafted templates, to effectively showcase the brand's information clearly to new audiences at the Glow Festival event. This allowed me to gain experience in designing marketing materials to resonate with potential customers.
Week 2: 'Gift of Moods' Campaign and Collaborative Meetings
I was a part of findmyhue's 'Gift Of Moods' Campaign launch which began at Glow Festival. I became familiar with various editing tools for crafting photo and video assets for montages and Instagram stories, whilst responding to our followers' questions from their social media platforms. Within 2 weeks, @findmyhue hit 1000 Instagram followers and was even spotted on multiple media article posts! Through this, I successfully understood how to efficiently provide updates on the event details and properly handle enquiries to our growing audience.
In addition, I caught many insightful learning points from the meetings with their collaborative creative communications agency, related to content planning, social media, influencer, and affiliate marketing. Alongside their collaborative global digital media agency, related to SEO, PPC advertising, and data analytics. I managed to contribute to their discussions with helpful opinions from a gen z's perspective. I was able to successfully grasp a greater understanding of utilising various digital channels (such as social networking, and gaming platforms) to connect with their target audience effectively.
Week 3: Content Calender Planning and Execution
In my third week, I was given the responsibility of planning a monthly content calendar deck (from August - December) for findmyhue's Instagram and TikTok Platforms. I acquired the knowledge to pitch photo and video content ideas to the team. They were highly satisfied with the ideas proposed and given the approval to carry out the deck. This facilitated my ability to widen my creative abilities that will align with the brand's identity to further attract and retain our target audience.
Alongside that, I started making preparations for the execution of the content ideas. I learnt the structure of outlining storyboards for each video concept and crafted a feed template for their social media profiles. This greatly helped them organise a consistent content timeline for the rest of the year. From this, I accomplished a strong ability to do essential content planning for enhancing clear brand identity, while developing high community engagement.
--> Swipe to view the backend of planning and execution for content production
Week 4: Bugis Junction Pop-Up and Media Shoot Participation
When the Bugis Junction Pop-Up Booth was launched this week. Our team set a goal to achieve reaching 1500 followers on Instagram and 500 followers on TikTok. I continued to improve my promoting skillsets through offline and online methods. With this, we managed to successfully achieve our goals. I also gained the expertise of hosting street interviews at the booth to target a realistic marketing approach for findmyhue's social media content.
Moreover, I had the opportunity to join their collaborative marketing agency team for outbound shoots hosted at the National University of Singapore (NUS) for a 'back to school' themed shoot. I played a part in carrying out the shoot as the standby cast for staging the scenes. This enabled me to capture various insights into directing shoots according to standards led by professionals.
(Bugis Junction Pop-Up Recap : Video Teaser for hue's next Pop-Up Event)
Week 5: Directing Outbound Shoots and Blog Writing
After getting a handful of experiences learning from other media shoots. I conducted outbound shoots with various themes from lifestyle, fun, to informational skits. I learnt to be adaptable while dealing with common spontaneous occasions during shoots, which helped to execute shoots productively and complete the tasks much quicker than the predicted schedule. Through this, I understood the necessity of having quick and flexible decision-making skills for a greater advantage as a content strategist.
On top of that, with my prior experience blogging as a creator on Lemon8. I was engaged to create a blog post for their final activation booth of the 'Gift of Moods' Campaign. I wrote from the viewpoint of a booth visitor and gave my realistic opinions and recommendations for hue's products. This post retained more than 2000 viewer engagements within a week, helping to drive more traffic to the brand. It certainly has contributed to my design and copywriting skills to produce content that resonates with the audience to attain better engagement.
Week 6: Guoco Tower Pop-Up and Content Marketing
Towards the last week of the campaign, the pop-up booth was held at Guoco Tower. I was encouraged to execute a wider variety of innovative ideas. Upon helpful discussions with the team and keeping up with general media trends. I assisted in expanding more video concepts including; street interviews, and livestream announcements. Through seamlessly incorporating trending ideas with the brand's personality. It contributed to displaying diversified and engaging content which establishes a strong media presence. With much effort, we hit 2000 Instagram followers, and 1000 followers on TikTok. Essentially, enhancing my knowledge of effective content marketing strategies to boost the brand's audience.
Meanwhile, optimising posts for maximising reach and engagement was a new challenge for me. With attempts to gather feedback from the viewers through story polls, and posting at certain peak timing periods. Analysing algorithms based on organic metrics can be highly unpredictable. With the assistance of their global digital media agency providing advice and boosting certain ads, it managed to build our viewers and convert them to followers on our platforms. This has taught me the value of utilising paid advertising and promotional tactics to amplify content's visibility.
Week 7: Livestream Execution and UGC Campaign Discussion
Approaching the preparation and execution of our first livestream on TikTok. I was delegated to prepare a 1-hour livestream deck and to design an eye-catching product billboard. The team was highly satisfied with the timeline and contents, with only minor comments on the order flow. I learnt to familiarise myself with the backend logistics required such as the sample product displays, TikTok shop discount voucher mechanics, including the relevant equipment for the lighting and backdrop layout. Our livestream successfully attained over 800 viewers, with more than 70 products sold. This provided me greater confidence in my livestream abilities from the pre-preparations to the development of strong communicative skills as a front-end host in generating quick leads.
Additionally, the Mudolabs team requested to discuss content ideas regarding the upcoming monthly campaigns to monitor customers' responses. I suggested partnering with User-Generated Content (UGC) creators to produce authentic and reliable content that resonates with consumers. They were receptive to the idea and agreed to work with a list of curated UGCs for their subsequent campaigns. Owing to this, I discovered the potential of utilising UGC marketing as an effective way to drive higher conversion rates for brands.
Week 8: Content Editing and Copywriting
Leading up to my final week at Delightex, I was required to edit the content compiled from previous shoots. I developed proficiency in editing videos in various methods from; transitions, to overlays, to effects, to sounds, to animations and more. As a result, this enabled me to produce 21 videos and 36 static posts within 8 weeks. This helped me to comprehend and experiment with a variety of digital marketing tools to broaden my skillsets to achieve the brand's marketing goals.
Furthermore, being assigned to produce persuasive copywriting captions for all of the promotional materials done by me. I got accustomed to composing creative captions with strong grammar to communicate the message effectively to the targetted audience. By doing this, I became familiar with the application of SEO keywords, developing a strong writing style from the brand's persona, and mastering engaging storytelling techniques.
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