Digital

copy

Not just digital connection, emotional connection.

As social animals, we are wired to forge connections with others. Stories not only do that but also motivate us to act on the feelings they evoke. After all, there is no such thing as a rational decision to buy a product, service or contribute to a good cause – only a rationalisation of an emotional one. Whether in microform on social media or an extended, serialised newsletter arc, I take deep audience research and performance metrics and translate them into emotional content.

Explore some of my projects below.

  • Three smartphones showing e-mails from the Bosch, NEFF and Siemens brands.

    Branded post-purchase e-mail journey.

    Branded post-purchase e-mail journeys

    To build customer loyalty in the long intervals between purchasing major domestic appliances, we created segmented, single product e-mail nurtures for all three of the biggest BSH brands (Bosch, Siemens and NEFF) that trace the customer journey from first use to routine usage.

    Agency: United Digital Group

    Editorial plans, e-mail & landing page copy, layout: Tammy Baikie

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  • A toddler holds up a coloured pencil to look at it more closely.

    Promotional video for the Indaba Institute.

    The Indaba Institute is a NPO that trains women in South Africa’s rural communities as early childhood educators using the Montessori method. This not only empowers them to lead and shape their communities but also better prepare the next generation for the future.

    Agency: Magnetic Creative

    Script and storyline: Tammy Baikie

    Art direction & videography: Emile Fick

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  • The app with a selection of educational virtual reality experiences about the Second World War.

    WDR AR app 1933-1945.

    The educational app lets young people and schools experience life between 1933 to 1945 up close and in person. Thanks to augmented reality technology, contemporary witnesses are projected into classrooms or homes where they tell their stories of childhood under the shadow of the second World War – from Anne Frank’s story as related by her closest friends through the bombing of London and Cologne to the siege of Leningrad.

    Agency: Burton Münch & Partner worldwide writers

    English transcreation and storyline: Tammy Baikie

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  • The above-the-fold section of a Bosch campaign page for a microsplastic filter.

    Microplastic filter launch page

    Created as a global master for localisation in Bosch’s many markets, this campaign landing page tells a compelling story about the devastating effects of microplastics and how a Bosch microplastic filter can help prevent them.

    Agency: United Digital Group

    Copy and information flow: Tammy Baikie

    See the UK version