寻根 Searching for Roots
Director · Producer · Editor
I knew my father had Taiwanese roots. I didn't know the story behind them. 寻根 is my search for it: the journey my grandmother made, and what it means for who I am today.
My father and uncle tell the story in their own words, from growing up as children of immigrants to the struggles my grandmother carried and the resilience that got the family through. What starts as one woman's migration becomes a quiet look at identity, belonging and what each generation passes on to the next.
Social media marketing
Content strategy, creation and community building for an insurance agency and Singapore's largest Telegram network.
Content strategyA year-long content calendar, planned and proposed.+
Own the end-to-end content strategy for the agency's social platforms, from planning and ideation to execution, starting with a year-long content calendar I planned and proposed.
Content creationGraphics, video edits and captions.+
Design graphics, edit videos and craft engaging captions for every post.
Scheduling & managementA consistent presence, on schedule.+
Schedule posts and manage the agency's content calendar to keep its online presence consistent.
Platform setupLaunched the agency on LinkedIn and TikTok.+
Set up the agency's social media presence, including its LinkedIn and TikTok accounts.
Putting people at the heart of the brand
To revitalise the agency's social channels during its rebrand, I planned a full year of Instagram content. I chose to lead with people rather than products: the calendar opens with a "Meet the team" series reintroducing each team behind the brand, so followers build a personal connection before anything else.
The posts shown here are samples from the calendar that followed.
Building awareness through real stories
Content that tells the stories of the agency. This example recalls its humble beginnings through its first advisors.
Celebrating milestones that build trust
Content that celebrates the agency's achievements, serving as a testimony to the value it brings and building client trust. This example marks Agency Director Ricky Ng's GELAC Gold Recognition.
Humanising the brand
Content that jumps on what's trending online, like a team prank on Agency Director Ricky Ng. It keeps the account fun and shows the people behind the brand, so the audience can relate to it and connect with it.
Educating, not selling
I proposed this series to educate first and sell second. People can't value insurance until they understand it, so each carousel breaks it down in plain language.
Each edition tackles a different side of insurance, from debunking common myths to how to approach buying a policy.
Content curation & designContent for three Telegram channels.+
Ideated and curated content for SG Food Deals, SG Student Promos and SG Giveaway & Freebies, and created the visuals in Canva and Figma.
Content marketingArticle angles that grew the channels.+
Proposed content marketing angles for articles on TheSmartLocal, Zula and Uchify to promote the Telegram channels.
Brand partnershipsWorked with brands like Sentosa and Shaw Theatres.+
Identified opportunities and communicated with brands such as Sentosa and Shaw Theatres during selected events and campaigns.
On-camera talentFeatured for Visa, The Mind Cafe and Oatbedient.+
Advertised for brands by featuring in videos and photos posted on Instagram, TikTok and Facebook.
Raising awareness of mental health
Featured in a shoot for YMCA on the importance of mental health, posted on TheSmartLocal's Instagram.
Comedy that builds brand awareness
Featured in a comedy Reel for Oatbedient, posted on TheSmartLocal's Instagram and Facebook to grow the brand's awareness.