We are looking for a Copywriter to help us tell the story of the brand. Wether it is social media captions, brand manifestos, pitch decks, articles, website copy, or even text based bumps on social media, the candidate will be responsible for all copy pertaining to the brand. The candidate must have extensive experience in the social media, lifestyle marketing, with knowledge on pop-culture, music, fashion, and design as well as on what makes our millennials and Gen Z tick.
WIP is an ideas incubator and collaborative community that gives creators and artists a platform to share their stories with our audience, and allows media companies and partner brands that share a similar belief to be part of the conversation.
I personally feel consumers these days feel they can change the world and want brands to help them. They are inundated with brands that seem sculpted, hallow, mass, and unoriginal. What makes us unique is that each quarter, WIP will approx 3 campaigns alongside influencers/partnering brands that draw attention to a social cause / narrative through a mixture of enriching digital content (articles, videos, photos, interviews, etc) and dope merchandise, where a portion of the profit goes to support a particular cause.
Each quarter, we pick 2 campaigns to unpack through a mixture of digital and physical content. The first campaign is around the idea that "Nostaligia is dead" in a world where everything is turning hyper digital, shifting from analog to digital, where the shared experiences of us consuming the same content is being replaced by us seeking it out independently.
Your job will be tell the story of each campaign through witty bumps, articles, appropriate imagery.
Here is a link to our latest iteration of the identity to give you an idea. Auster’s aesthetic is inspired by what it means to master this new digital age and a journey of reconnection to spirituality and humanity. We're living through a digital revolution and our base line style is one that speaks towards this notion
The company team and culture:
We operate as collective of freelancers dotted all over the world - from America, London, Dubai, and India (main hub) hence timely and clear communication is integral.
We are a lean team with myself am at the head of the business. One team is in Mumbai that handles all the digital assets, and the other teams in Dubai and London focus primarily on photoshoots. No full time employees as of yet - Everyone is hired as a freelancer working on specific projects. If I find the freelancer provides consistent value, we can discuss a retainer model, but in order to test the working relationship, a project based model is preferred.
Our target audience ( at least initially) will be Indians aged 18-30 however the content created will be from all over the world to position and promote Auster as an international brand. Hence it's important to localize our content when needed but to maintain our worldly perspective.
Our main revenue stream will come from selling merchandise hence it's imperative that through our content, consumers are brought along the journey to see the WHY to the WHAT.
Your primary task will be that of a storyteller - ensuring that every piece of copy from Social Media (captions, bumps, stories, etc) to Articles to Creative briefs exude WIP personality and perspective through a voice that our audience finds familiar, clear, and engaging.
Research / sifting through content is a large component, as we will be aggregating third party content for our articles, briefs, social media etc
Sample tasks for month 1:
- 15-20 Adult swim style bumps (no longer than 20 seconds, > 30 words)
- 60 captions for Social Media posts (for AusterWIP as well as personal)
- Updated brand Manifesto
- 10 articles
- Creative Brief explaining the Big Idea behind a campaign (see sample attached)
- Repurpose original and third party content (we have a massive bank) to create daily stories for our IG
- Updated social media guideline (outlining KPIs, messaging, etc for each bucket of content)
- Manage social media (upload, post, hashtags, respond to messages, etc hack the IG algorithm)
See V1 of our Brand Manifesto here
See a rough version of our social media plan here
Example of social media bumps (which you will be required to create) here
Copy of manifesto also here:
Works In Progress (WIP) by Auster is a digital lifestyle publication for a brave new world redefined by art and commerce.
WIP believes in collaboration above all, and spotlights x celebrates an ever-evolving collective of bold artists from music, film, fine arts, literature, theatre, performance, and anybody with a unique flavor and story.
In a consumerist society, WIP represents an ethical movement of free thinkers and makers who value community x connections vs mere transactions and profiteering.
Through owned and shared media, WIP publishes fearless, eclectic content that enlightens, entertains, and enriches. WIP is a blank slate for creative collisions.
We are advocates of those who create and recreate themselves over and over and over again.
We are champions of personal choice in style and taste.
In a sharing economy, we believe that art belongs to the people.
We believe the revolution will be open-sourced, not corporate-sponsored.
We believe we live in a global moment where cultural norms and borders don’t matter, where the expression and visibility of universal human experiences unites every race, color, and creed.
We believe identity is fluid, that nobody
has it all figured out. Shape-shifters are welcome here.
We believe that we all matter.
We believe we are all works in progress.
- Write, edit and publish engaging posts for various social networks, including Facebook, Twitter and Instagram
- Write social media "bumps" for IG
- Update our brand manifesto + website copy
- Pair our vast collection of photos / videos to witty copy that is on brand and tells the story
- Optimize social media posts (language, tone, message) based on our target audience’s behaviors
- Select appealing images and videos to complement text
- Update our social media pages with compelling company news
- Coordinate with internal teams to create advertising posts (e.g. for events, open roles and product releases)
- Track and report on social media insights (traffic, engagement, shares, conversion rates)