NUGGETS PLATFORM
CONTENT STRATEGY AND EDITORIAL
THE CHALLENGE:
Build a TikTok-first channel from zero with bite-size videos (under 10 minutes) that are genuinely informative, not just entertainment.
Align every piece of content with IMDA’s PSB values while still feeling native to social platforms.
Earn attention and engagement from younger audiences on a saturated, entertainment-heavy feed.
Compete against “for fun” content despite shorter runtimes and the demand for fast, high-impact hooks.
THE APPROACH:
IP-led experimentation
Developed multiple repeatable series (e.g., street interviews, talk-show formats, explainers) to test distinct tones, structures, and audience entry points.
Ran A/B tests across early episodes: hooks, thumbnails, captions, pacing, edit styles, and CTA phrasing to learn what drives watch-through and interaction.
Story-first, information-forward
Kept storytelling as the spine: clear question → concise argument → memorable takeaway, ensuring PSB-aligned information lands with clarity.
Preserved a “raw/candid” social feel while maintaining editorial rigor so each piece reads as a finished, intentional product.
Build-measure-learn loop
Codified learnings into a living playbook (hook formulas, series beats, tone-of-voice, visual grammar) to scale what works.
Continuously explored new creative angles and treatments while staying consistent in narrative quality and informational value.
MY ROLE:
As Head of Creative Production during the inception phase, I led the overall creative strategy , designing the initial slate of IPs to address different audience needs, facilitating brainstorms, and championing collaboration with producers—intentionally empowering younger team members whose perspectives mirror the target audience.
I owned editorial end-to-end, overseeing scripting and editing to balance “raw” authenticity with a clear, crafted message that met engagement goals and IMDA/PSB objectives, while setting up A/B testing parameters (hooks, thumbnails, pacing).
I provided creative direction and notes across pre-production, production, and post, ensuring every asset stayed on-brief, informative, and platform-native, and maintained a tight feedback loop with producers and channel ops to translate insights into iterative improvements across all series.
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