Projects
Brand: Calm App
Audience: College students and young professionals
I wrote and revised a promotional video script for the Calm App focused on students and young professionals experiencing stress and burnout. The goal was to position Calm as a simple, accessible solution for improving focus, sleep, and mental well-being.
After peer review, I strengthened the opening hook, improved pacing, and clarified the call to action to increase engagement and message clarity. This project demonstrates my ability to write persuasive, audience-focused video content aligned with brand goals
Company: Apple
I wrote a professional press release for Apple announcing a company development, using standard press release structure and AP style. The release was designed to present the information clearly, professionally, and in a media-ready format.
I applied the inverted pyramid structure to prioritize key information and refined the tone and clarity after peer feedback. This project demonstrates my ability to write formal corporate communications aligned with journalistic and public relations standards.
Published on: Medium
I wrote a 900-word feature article based on an original interview, combining personal storytelling with researched context. The goal was to create an engaging, human-centered narrative while maintaining journalistic credibility and AP style.
I integrated interview insights with supporting research to add depth and relevance. This project demonstrates my ability to conduct interviews, develop compelling narratives, and publish long-form content for a public audience.
Medium Link:
https://medium.com/@millybth/from-the-factory-floor-to-fashions-spotlight-45a3b2d48a3e
Brand: Calm App
Platforms: Instagram and TikTok
I created platform-specific social media posts to promote the Calm App video, applying best practices for Instagram and TikTok. Content was designed to resonate with college students and young professionals by focusing on relatable stress points and emotional connection.
I adapted tone, caption structure, and content strategy for each platform to maximize engagement and shareability. I also identified key performance metrics, including engagement rate, views, shares, and audience behavior, to evaluate campaign effectiveness. This project demonstrates my ability to create strategic, platform-optimized social media content.
Topic: Rising Cost of Living in Cape Town
Audience: General public, with focus on students and young professionals
I wrote a news article examining how rising living costs in Cape Town impact university students and young professionals. The article includes two original interviews and additional researched sources to provide accurate, balanced reporting.
Using a strong lede and inverted pyramid structure, I prioritized clarity, credibility, and objectivity. This project demonstrates my ability to conduct interviews, integrate sources, and write professional news content.
Company: SkillsPark
Audience: Soon-to-graduate college students
I created a promotional email newsletter for SkillsPark, advertising resume templates designed to help students transition into the workforce. The newsletter included a strong subject line, preview text, clear call to action, and structured, easy-to-scan content.
I focused on addressing student concerns about job readiness and positioning SkillsPark as a practical solution. This project demonstrates my ability to write persuasive email marketing content tailored to a specific audience.
Company: SkillsPark
Audience: Career changers
I adapted the original SkillsPark newsletter to target career changers, requiring a shift in tone, messaging, and audience priorities. The content focused on career transition challenges, positioning SkillsPark’s resume templates as tools to support a successful career change.
I adjusted messaging to reflect the audience’s different motivations, concerns, and goals while maintaining consistent brand identity. This project demonstrates my ability to strategically adapt content for different audiences.
