FWD Social Media BAU
FWD Social Media BAU
FWD Social Media BAU
Making insurance feel human on social
Making insurance feel human on social
SOCIAL CONTENT
BRAND STORYTELLING
SOCIAL CONTENT
BRAND STORYTELLING
SOCIAL CONTENT
BRAND STORYTELLING
Context
Context
Designer, Content Planner: Yue
Copy: Kenneth Chua
Art Director: Nikki Lo
Content Strategy: Wey Chen Lee
Retainer with GERMS Digital
Designer, Content Planner: Yue
Copy: Kenneth Chua
Art Director: Nikki Lo
Content Strategy: Wey Chen Lee
Retainer with GERMS Digital
Our task was to develop ongoing social content for FWD that translates brand messaging into relatable, human-centred narratives for digital audiences. The brief addressed low brand visibility on social media, with the goal of refreshing the content strategy to better communicate product value and build audience interest in FWD’s offerings.
Our task was to develop ongoing social content for FWD that translates brand messaging into relatable, human-centred narratives for digital audiences. The brief addressed low brand visibility on social media, with the goal of refreshing the content strategy to better communicate product value and build audience interest in FWD’s offerings.
Objectives
Objectives
Improve clarity and accessibility of FWD’s product messaging on social media
Improve clarity and accessibility of FWD’s product messaging on social media
Increase brand visibility and engagement through more relatable content
Increase brand visibility and engagement through more relatable content
Shift perception from overtly sales-led communication to human-centred storytelling
Shift perception from overtly sales-led communication to human-centred storytelling
Strengthen audience connection in a saturated digital landscape
Strengthen audience connection in a saturated digital landscape
Role & Collaboration
Role & Collaboration
For this retainer, I worked with the art director and copywriter to develop always-on social content across BAU.
My role focused on shaping social-first narratives that felt fresh, human, and relatable, while moving away from overtly sales-led communication to better capture attention in a competitive digital environment.
Working within an established content strategy framework, I also helped interpret and refine FWD’s key content pillars, translating them into actionable directions for social content across different formats.
For this retainer, I worked with the art director and copywriter to develop always-on social content across BAU.
My role focused on shaping social-first narratives that felt fresh, human, and relatable, while moving away from overtly sales-led communication to better capture attention in a competitive digital environment.
Working within an established content strategy framework, I also helped interpret and refine FWD’s key content pillars, translating them into actionable directions for social content across different formats.
Social Strategy and Framework
Social Strategy and Framework
The content pillars provided a structured approach to translating brand messaging into recurring social narratives:
The content pillars provided a structured approach to translating brand messaging into recurring social narratives:
Product Education Made Easy
Product Education Made Easy
Breaking down insurance products into simple, accessible explanations using metaphors and real-life scenarios.
Use-case Driven Content
Use-case Driven Content
Content showing how FWD products are relevant in specific real-life situations and needs.
Long-term Value Communication
Long-term Value Communication
Narrative-led content positioning FWD as a consistent partner across different life stages.
Thought Leadership Content
Thought Leadership Content
Accessible financial content designed to improve clarity, trust, and engagement.
Humanising Brand Content
Humanising Brand Content
Humanising content featuring employee stories and behind-the-scenes narratives that build authenticity.
Execution
Execution
Working within this framework, I translated each pillar into social-first BAU content across static posts, reels, and tactical adaptations:
Working within this framework, I translated each pillar into social-first BAU content across static posts, reels, and tactical adaptations:
Product Education Made Easy
Product Education Made Easy
Developed social-friendly content that breaks down insurance concepts through relatable metaphors and everyday scenarios, such as comparing insurance riders to everyday essentials like caifan or items in a handbag, to make product functions easier to understand.
Developed social-friendly content that breaks down insurance concepts through relatable metaphors and everyday scenarios, such as comparing insurance riders to everyday essentials like caifan or items in a handbag, to make product functions easier to understand.
Use-case Driven Content
Use-case Driven Content
Created content exploring real-life situations where FWD products become relevant, helping audiences connect offerings to immediate personal needs.
Created content exploring real-life situations where FWD products become relevant, helping audiences connect offerings to immediate personal needs.
Long-term Value Communication
Long-term Value Communication
Produced narrative-led content positioning FWD as a consistent presence across different life stages, reinforcing continuity and adaptability.
Produced narrative-led content positioning FWD as a consistent presence across different life stages, reinforcing continuity and adaptability.
Thought Leadership Content
Thought Leadership Content
Accessible financial content designed to improve clarity, trust, and engagement.
Accessible financial content designed to improve clarity, trust, and engagement.
Humanising Brand Content
Humanising Brand Content
Humanising content featuring employee stories and behind-the-scenes narratives that build authenticity.
Humanising content featuring employee stories and behind-the-scenes narratives that build authenticity.
