Hello. Am I the content writer or strategist you're looking for? Welcome to my portfolio; where I show you what I have been working on over the past few years and hopefully convince you that we should work together. I look forward to connecting with you!

1. Ad-Woman

2. Hello!
My name is Njoki Kiiru.
I am a young Kenyan with a
curiousity for what makes people tick.
I have a passion for creative thinking, interesting
layouts and clever quips.
I choose to make every opportunity a learning
experience, often about people and how to better
understand them. It helps that I am a fast learner;
eager to learn new and exciting life skills, whether
or not they are frightening at first.
Here is a little more about me...

3. GET IN TOUCH
0713 705 743
njokiiru@gmail.com
Ogilvy Africa / East Africa Breweries | Mar 2020-Nov 2020
Content Creator (contractor for EABL brands)
Redhouse Group | Sep 2018-Oct 2019
Associate Digital Copywriter
Shekele Communications | Apr 2018-Aug 2018
Advertising Copywriter
Unicorn Training Ltd | Aug-Nov 2017
Digital Marketing Intern
Creative Orchestra | May-June 2017
Creative Strategist Intern
Shekele Communications | Jan-Aug 2016
Copywriting Intern
WPP- Scanad | Aug 2015
Trainee Copywriter
Bournemouth University | 2017
Graduated with merit; MA in Advertising
Daystar University Nairobi | 2015
BA in Communication- Advertising
Kosin Univerisity S. Korea | 2013-2014
Year-long student exchange programme
https://www.linkedin.com/in/njoki-kiiru-4b7b91b9/
EDUCATION WORK

4. Content Strategy & Creation

5. EABL
The Brands:
The Task:
Work with each brand manager to determine
monthly content pillars for social media content.
Plan monthly content based on media plans.
Write copy for social media calendars based on
content pillars, social holidays, promotional
messages and real-time trending content.

6. TUSKER LAGER WORD SEARCH
This Tusker-themed word search post garnered
over half a million Twitter impressions and over
30,000 engagements in 2 weeks

7. REAL-TIME CONTENT
In an interview following the announcement of
Kenya joining the UNSC, President Uhuru
Kenyatta mentioned that his favourite beer is Tusker
Lager. The digital team quickly responded within a
few hours with this response. The post caption
roughly translates to “The ‘Big Man’ said it.”
IN-CULTURE CONTENT
Around October 2020, a Twitter trend was started that got
users from all over the world posting photos of themselves
from years ago and from now, showing their personal
progress. Tusker Lager joined the bandwagon in a timely
fashion with this post receiving lots of brand love from
fans both old and new.

8. MORE CONTENT PIECES FOR EABL BRANDS

9. Baileys Delight
The Brief:
Following the negative sentiment received from
consumers around the taste of the new Baileys Delight
liquid, the brand decided to shift the conversation by
taking advantage of in-home occasions to create a UGC
(user generated content) competition that encouraged
consumers to create Baileys Delight-infused treats
The Task:
Develop and plan a social media content strategy that
will be executed in phases over 6 weeks. Write
captivating copy for the content pieces of each phase

10. https://fb.watch/2n8hIWAJFd/
PHASE 2: LAUNCH
With carousels and video
content, we introducted the
campaign and the mechanics
on how to participate.
Click the link below
to see the video post:
PHASE 1: TEASER
Prior to the launch, we
designed teaser posts to
raise curiosity and create
anticipation for the
campaign.

11. PHASE 4: WINNERS
ANNOUNCED
With their consent, Baileys Delight
featured these campaign winners
on the brand’s social media pages.
PHASE 3: ENTRIES
CLOSED
After a few weeks of receiving
brilliant user generated
content, we informed users that
entries are closed and winners
will be announced soon.

12. The Brief:
Oil Industry giant Shell Kenya was launching
their loyalty programme as well as their regional
social media pages for the first time. Shell Global
has strict regulations and requirements for any
of their affiliate brands
The Task:
Create a 360 strategy that includes creating a
launch campaign, setting up social media pages
and creating the content that would run for a few
months into the campaign
Shell Kenya

15. LAUNCH KV

16. CONTENT CALENDAR

17. The Brief:
Chrome Vodka launched their ‘Flow na Chrome
Campaign which aimed to recognise dynamic
young people and to showcase their talents. The
main thematic piece is a star-studded commercial
that has been created specifically for TV.
The Task:
The digital team was tasked with planning the
campaign across social media platforms and
guiding the production team on what is required
for digital media assets.
Chrome Vodka

18. Click the link below to watch the inspiring
Flow na Chrome manifesto film:
https://fb.watch/26JcTGABR9/

19. DIGITAL MEDIA ASSETS
By guiding the production team, I was
able to request assets specifically for social
media from the TVC. For example,
shooting video and photography in
portrait orientation specific to social
media stories formats.
CAMPAIGN CONTENT WRITING
Aside from the manifesto film, we had
to communicate other content pillars
like this e-commerce promotional
content where I planed for and wrote
the post content and copy.

20. REACHING SUCCESS
Reach being the main metric,
we saw an impressive increase
in reach and mentions in a week.
We attributed this to the appeal
of the campaign, dynamic
content and the presence on all
social platforms and formats.
OCTOBER 13th - 19th
OCTOBER 20th - 26th

21. Copywriting

22. Shell Kenya
The Brief:
To push sales of their V-Power fuel, Shell needed
a campaign that would recruit their staff as the
primary ambassadors of the V-Power brand and
inspire them to own it
The Task:
Develop a below-the-line internal staff campaign

23. CREATIVE RATIONALE
THE CONCEPT

25. TEASER CONTENT
Office staff competition
-
LAUNCH CONTENT
Office staff competition

26. TEASER CONTENT
Fuel station staff competition
-
LAUNCH CONTENT
Fuel station staff competition

28. The Brief:
Telkom was on a tight budget and deadline but
needed to talk about their Mzito Bundle product
to Nairobi's cinema audiences
The Task:
Engaging video content creation for
in-cinema advert
Telkom Kenya

29. INSIGHT
We utilised and acted on the mood
and frame of mind that our
audiences are already in
THE CONTENT SOLUTION
A cinema-themed video
that references classic blockbuster
film trailers. The ‘video trailer’ ad
fit right in with the cinema
environment to became a
more memorable ad

30. Telkom Mzito Bundle Kinetic
Typography In-Cinema Advert

31. Tala
The Brief:
Tala promises to help boost the financial status of
its consumers where other loan providers don’t:
as instantly as at the touch of a button.
The Task:
There needed to be wider recognition of the Tala
brand. We needed to increase penetration of the
Tala app by communicating the various ways
that Tala can and will help transform the
financial status of Kenyans.

32. Watch the ‘Baba Yai’ TVC here:
https://www.youtube.com/watch?v=nad88orpkHI
Watch the ‘Home Story’ TVC here:
https://www.youtube.com/watch?v=p0GlO6BOaGg
Watch the ‘Bag Story’ TVC here:
https://www.youtube.com/watch?v=6s0MYeUhvwk

33. Radio Ad 1:
A Swahili announcer-based radio that
talks about Tala’s 5 years in existence and the
Kenyan stories it has helped change.
Click the play button below to play
the radio ad:

34. Radio Ad 2:
In this radio ad, Kamau, a chicken farmer, tells us
how he has managed to grow his chicken business
and how Tala has helped him along the way.
Click the play button below to play
the radio ad:

35. Innocent Smoothies
The Task:
Concept Ideation & Copy
The Brief:
Remind the target audience of the benefits of
Innocent pure fruit Smoothies- a delicious, easy
way to eat more healthily. Be honest,
informative and witty.

36. Our newest smoothie
recipe will help move things
along. We’ve crammed kiwis,
limes and apples in there. All
three fruits are chalk-full of
dietary fibre and anti-oxidants,
your gut loves that kind of stuff!
Have an innocent day. You’ll
thank us later for it.

37. Google Search and Display Ads
The Task:
Write and develop variations of search ad copy
for various EABL brands in accordance to
Google’s best practices.
Develop appropriate copy and work with the
designers to develop display banner ads
appropriate for various sized placements.

38. SAMPLE DISPLAY ADS
I created copy variations for several
brands based on various pillars
including special promotions, taste
credentials, e-commerce, occasions
and brand purpose.

39. SAMPLE SEARCH ADS
Tusker Lager Google Search ads
with 3 different ad groups and 3
copy variations per ad group

40. There’s more where that came from.
Don’t forget to get in touch:
0713 705 743
njokiiru@gmail.com
https://www.linkedin.com/in/njoki-kiiru-4b7b91b9/