Pomelo Fashion Internship 2020
A meaningful journey of my creative spirit: creative content marketing, livestream, and more 👀
Table of Content
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Internship Key Responsibility: Creative Content Marketing
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Pomelo Live Streaming Project: Capstone
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Creative Team’s Mini Internship Project: COVID-19 In-Office Banners
Internship Key Responsibility:
Creative Content Marketing 🗂️
Developed engaging content and marketing strategies to enhance brand visibility
and audience engagement.
Position
Creative Content Marketing & Content Editorial
(Creative Team, Marketing Department)
Overview
Contribute over 80 projects of marketing content creation, creative campaign execution for all media platforms both online and offline to increase Pomelo’s customer engagement, which involves in brand building and creative strategy conceptualisation.
This position also collaborates with the Campaign Team to develop interesting campaign copy, while optimising marketing campaigns and assets including advertising emails, application and website assets, social media platforms, offline banners, and artworks.
Overview of Focused Target Group
Pomelo Fashion primarily targets young to middle-aged women (typically between 18 and 40 years old) across Southeast Asia who are looking for trendy, affordable fashion, accessible primarily through online shopping and readily available through their digital platforms.
Target Group Details:
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Age range: Primarily 18-40 years old
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Gender: Women
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Lifestyle: Fashion-conscious, looking for on-trend styles
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Price sensitivity: Value-oriented, seeking affordable fashion
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Digital engagement: Comfortable shopping online and actively using social media
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Region: Primarily Southeast Asian market with global shipping options
Website Assets
Mobile Application Assets
Line Official Assets
Collection Drafts
Internship Live Streaming Project Competition: Capstone 📺
Led content strategy for a 1-hour live stream, promoting Pomelo’s sustainable collection through brand collaboration and influencer marketing.
Position
Team Members
(7 members)
Overview
Team Lead: Content Creator, Project Coordinator, Organiser, Controller
Content Creator
Graphic Designer
Fashion Stylist
Accountant
Legal Associate
Campaign Marketing
Merchandising Associate
Data Analyst
Conduct a 1-hour live streaming to engage more customers and generate sale profits. In this project, the team came up with innovative ideas to present Pomelo Fashion to be fresher and calmer which deviates the brand from an image of vivid, fast fashion branding.
As a content creator of the project, I organised the concepts and objectives of the livestream to present Pomelo’s sustainable collection as hero products due to its minimal visibility and popularity compared to the rest. The team promoted the livestream and products by collaborating with a popular footwear brand ‘The Parsley Market’ on Instagram together with a lucky draw campaign, hiring an influencer, and creating and lookbook/sample styling posts on social media for better engagement. We also had to manage merchandising, cost planning, monitor technical programs, and analyse marketing performance of the livestream by the team members ourselves.
The team finally received the 1st runner-up, profiting 385,000 THB/1 hr livestream in the competition.
Live Streaming on Pomelo Application
The sticky How-to-Order guide tab on the top of the screen was created by the team in order to reduce the repetition of reminding customers how to buy products. Pomelo also used our team’s sticky tab for its future livestream after the internship ends ♡.
Backstage
Lookbook & Sample Styling
The concept design, lookbook, and studio settings are planned and organised by the team members which were not a requirement of the project. All sample stylings were shot at Pomelo’s studio.
Social Media Posts & Collaborations
Instagram & Facebook main promotional posts
Collaboration with
The Parsley Market
Collaboration with @pompamworld
Lookbook promotional posts on Facebook
The team contacted The Parsley Market and @pompamworld to do a live streaming collaboration, a lucky draw campaign, and promotional posts together. All content and collaboration campaigns were created by the team members and were not a part of the project requirement.
Creative Team’s Mini Internship Project: COVID-19 In-Office Banners 🪧
Redesigning COVID-19 safety banners for Pomelo’s office to be more engaging, trendy, and effective in promoting safety measures.
Position
Team Members
(3 members)
Overview
Content Creator
Content Creator
Graphic Designer
In response to COVID-19, the office building (The PARQ) distributed prevention notices to remind all companies' employees to follow safety instructions in order to prevent the spread of the disease, yet the banners are seemingly not engaging to read and eye-catching in terms of both visual and content.
The creative team lead decided to assign a mini project for creative interns to create new COVID-19 in-office banners for Pomelo people to be more friendly, trendy, and convincing which were used inside the Pomelo office only.
