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Why This Matters
At a glance
100%
English content for SG market
6+
Months of consistent posting
5+
Content types (Promo, Education, Lifestyle, etc.)
Overview
The Work
Winehours is a Singapore-based fine wine retailer. As part of my role at Anomali Studio, I managed their English-language social media content — writing captions, promotional campaigns, and educational posts aimed at wine enthusiasts in the Singapore market.
This wasn't translation work. Every piece was written directly in English, calibrated to the expectations of a Singapore audience: a market that skews international, values quality curation, and responds to content that balances aspiration with approachability.
From a brand communications perspective, this work required cultural adaptation and audience empathy — understanding what resonates in one market may not resonate in another. The ability to write for international audiences is a critical skill for global brand storytelling and cross-border consumer communications.
My Contribution
What I Did
- 01 English Content for Global Market: Wrote Instagram captions, promotional posts, and wine highlight copy entirely in English for the Singapore market — demonstrating cultural fluency and brand voice adaptation for international audiences.
- 02 Brand Storytelling: Created promotional campaigns (Mayday Promo, Mid Year Sale, Mother's Day, Labor Day) with conversion-driven copy that felt warm rather than pushy — building brand affinity while driving sales, translating business goals into compelling brand stories.
- 03 Educational Content: Crafted educational content: wine storage guides, food pairing recommendations, and wine trivia that built audience trust and positioned the brand as a knowledgeable authority — building brand credibility through education.
- 04 Brand Voice Consistency: Maintained a consistent brand voice across all content types — promotional and educational — keeping Winehours sounding like a knowledgeable friend rather than a retailer, building brand trust and loyalty.
Sample Content
Content Written for Winehours
These are real captions from the Winehours content plan, showing range across promotional, lifestyle, and educational formats — all written directly in English with consistent brand voice.
@winehours.sg
Promo
@winehours.sg
Lifestyle
Mother's Day is not too far away! For all mothers out there, you can take some time from your busy lives to relax and reward yourself with a bottle of wine.
@winehours.sg
Engagement
It is wine o'clock! You have survived one more week and now let's enjoy the weekend to the max! Get yourself some wines to pamper your day because drink wine feel fine ;D Here is the voucher code you can use to unlock special discount! WEVIBES100
@winehours.sg
Educational
How To Store Wine: The Basics To Get Right. Temperature: 7–18°C is ideal for storing your wine. Light: Make sure NO direct sunlight. Humidity: The 'ideal' humidity level is around 70%.
Content Types
What the Content Covered
Promotional posts — sales, discounts, bundle offers, and seasonal campaigns with clear CTAs that build brand awareness
Educational content — wine storage guides, food pairing recommendations, and wine trivia that build brand authority
Seasonal campaigns — Mayday, Mother's Day, Mid Year Sale, and Labor Day activations with consistent brand voice
Customer testimonials — curated wine reviews adapted for social media to build brand trust
Product highlights — premium labels like Austin Hope, Ornellaia, Dominus Estate with brand storytelling
Market & Language
Writing for Singapore
Language
100% English
Written natively in English — not translated from Indonesian.
Every caption, campaign, and guide drafted in English from brief to publish with
consistent brand voice.
Target Audience
Singapore wine enthusiasts
International, discerning buyers who expect sophistication
without pretension. Tone: knowledgeable friend, not retail voice — building brand
trust through approachable expertise.
Industry
Fine wine retail
A category that demands category fluency — grape varieties,
terroir, food pairing, proper storage — translated into accessible brand copy
that builds authority.
What This Shows
International brand range
Ability to adapt brand voice for English-language, international
audiences across e-commerce, retail, and lifestyle categories — translating business
goals into compelling brand communication.
Results
Campaign Impact
Measured Outcomes
100%
English content for SG market
6+
Months of consistent brand posting
5+
Content types delivered
Brand Authority: Positioned Winehours as a trusted source of
wine knowledge in the Singapore market through educational and lifestyle content
that built brand credibility.
Brand Engagement: Increased follower engagement and built
a loyal community of wine enthusiasts through consistent, high-quality brand
content that people connect with.
Cultural Brand Adaptation: Successfully adapted content tone and
messaging for the Singapore market — demonstrating the ability to build brand
presence for international audiences.
Cross-Border Brand Communications: Demonstrated the ability to
manage brand communications for a brand in a different country, understanding
market-specific nuances and audience expectations — translating business goals
into communication that resonates across borders.
This experience demonstrates my ability to build brand presence for international audiences — a critical skill for global brand storytelling and cross-border consumer communications.
Key Takeaway
Why This Matters for Brand Communications
This case study demonstrates my ability to:
- ✓ Write natively in English for international audiences — a critical skill for global brand storytelling and cross-border consumer communications.
- ✓ Adapt brand voice for different markets and cultures while maintaining brand consistency and building brand trust.
- ✓ Balance promotional and educational content to build brand authority and trust with stakeholders — translating business goals into brand stories people connect with.
- ✓ Manage brand communications for a brand in a different country — demonstrating cross-border brand communications capability.
- ✓ Build brand storytelling that resonates with sophisticated, international audiences — building brand equity across markets.