Carol's Digital Marketing Portfolio

4 min read

Hello, I'm Carol, a dedicated digital marketing specialist focused on expanding your digital reach through a customised social media strategy. With 4 years of social media management experience, including 2 years specialising in digital marketing and branding strategy, I consistently achieve marketing goals through proficient content creation, image and video editing, copywriting, and social media management. My track record of crafting unique brand stories has consistently enhanced brand awareness, loyalty, and influence. Please explore my portfolio below to see my past projects and best practices.

My Key Skills:

Digital Marketing
1. Organic Social Media Campaigns
2. Paid Evergreen Ad Campaigns
3. Best Practice, Insight Analysis & Reporting using Buffer, Zoho Social, Google Analytics, Meta Business Suite
Social Media Management
1. Content Calendar Development & Implementation
2. Online Customer Service & Communication
3. Platforms managed: Instagram, Facebook, LinkedIn, TikTok, YouTube, Twitter
Branding Strategy
1. Brand Building Social Media Strategy: Brand Awareness, Differentiation, Loyalty, Authority
2. Brand Book and Product Catalogue Consolidation
3. Website Content Consolidation via CMS platform like WordPress, Shopify, Wix
Copywriting
1. Short Form Content: Social Media Captions, Ad Copies
2. Long Form Content: Blog Posts, EDMs (via MailChimp)
Graphic Design
1. Image Editing and Enhancement
2. Short Form Video Editing for Reels and TikToks
3. Proficient In Editing Tools including Canva, Capcut, Adobe Illustrator

Table Of Content

Digital Marketing & Branding - Notable Clients
Copywriting
- Short-Form Content Highlights
- Long-Form Content Highlights
Graphic Design
- Image Highlights
- Video Highlights
My Best Practices

Digital Marketing & Branding - Notable Clients

Client: Double Haven Brands

Brand Summary: Double Haven Brands is a craft beverage company aiming at serving incredible beverages for people who wanted to combine their love for nature, sustainability and socialising. The company founded 3 brands: Double Haven (Craft Beer), Dragon Water (Spiked Seltzer), and The Beach House (Beachside Bar).

Double Haven Brands is the first beverage company in Hong Kong to become a member of the 1% For The Planet initiative. They have pledged to donate 1% of their sales profits to Animals Asia.

Brand Ethos: "Making good beers to bring people outside, together", "Drink For Good"

Brand Tone:

- Double Haven: Outdoor-Centric, Nature-Inspired, Energetic, Enthusiastic

- Dragon Water: Colourful, Playful, Stylish, Witty, Outdoor-Centric

- The Beach House: Outdoor-Centric, Friendly, Laid-Back

My Role: As their Digital Marketing Specialist, my responsibilities included planning and executing targeted digital marketing strategies, crafting compelling social media content through copywriting, designing and editing images and videos for social media and promotions, collaborating with stakeholders on social media campaigns, and creating and translating branding materials for English and Chinese-speaking audiences.

Duration: May 2021 - May 2023

Accounts Managed:

- Double Haven: Instagram, Facebook, LinkedIn, YouTube, Website, Blog, EDM

- Dragon Water: Instagram, Facebook, TikTok

- The Beach House: Instagram, Facebook

Marketing Goals:

First year's KPI: Increase engagement rate and followers

Second year's KPI: Increase post reach, followers while maintaining engagement rate

Results:

First year: Doubled brand followers, increased brand awareness

Second year: Generated sales leads, succeeded in raising USD 16,000 for Climb For Bears Fundraising Campaign

Client: HK Brewcraft

Brand Summary: HK Brewcraft is a leading home-brew store specialising in craft beer education and providing a comprehensive range of home-brew ingredients, equipment, and craft beers.

Brand Ethos: "Power to the beer drinker"

Brand Tone: Empowering, Trustworthy, Informative, Authoritative, Friendly

My Role: As their Digital Marketing Specialist, my responsibilities included copywriting for social media and blog posts, graphic design, managing the social media calendar, developing marketing strategies, and ensuring excellent online customer service.

Duration: May 2021 - Feb 2022

Platforms Managed: Instagram, Facebook, Blog

Marketing Goal: Increase engagement rate and followers

Result: Generated sales leads, increased brand influence and authority

Copywriting

Short-Form Content Highlights

Read More About My Short-Form Content Best Practices:

#Throwback is Underrated: Harnessing the Power of Nostalgia in Branding

Long-Form Content Highlights

HK Brewcraft Blog Posts - The Brewers' Story

Series of educational writings designed to engage customers through personal anecdotes, generate curiosity about the brewing process, and empower beer enthusiasts with knowledge on improving their drinking experience.