Copywriting – MINI – Social

During my time working on MINI I was responsible for the generation, production, and publication of content across all of the brand’s global social media platforms: Facebook, Instagram, Twitter, Google+, Pinterest, and YouTube.

This involved high-volume copywriting with tight turnarounds, the creation and implementation of strategies to balance campaign materials with ongoing content in a way that made sense, and weekly client meetings with quarterly performance presentations.

My responsibilities extended to the dozens of MINI local markets, for whom I helped create strategic implementation and style guidelines to help them manage their social media presence at a local level.

When the MINI brand identity was relaunched in 2015-16 I worked on the new style guide and CI standards for the MINI brand on social media, consulting on tone of voice and content strategy.