About the company
Philips Africa
FMCG, Appliances
Philips Home Living in Africa focuses on everyday home appliances designed to support practical, time-saving routines, from garment care to food preparation and home comfort. The range is positioned around reliability and ease of use, adapting global product standards to local lifestyles, usage habits, and household needs across African markets.
✦ Capabilities ✦
Brand Management
Content Strategy
Content Writing
Social Media
✦ Tools ✦
Adobe
Adobe
Adobe
Notion
Notion
Notion
OpenAI
OpenAI
OpenAI
Perplexity
Perplexity
Perplexity
Adobe
Notion
OpenAI
Perplexity
✧ ✧ ✧
Context
What I did
Outcome
This work was delivered while I was working with Efficiency Advertising, supporting Philips across African markets.
The mandate was deceptively simple: support Philips Africa’s always-on organic social media presence for South Africa, Kenya, and Ghana. In reality, it meant operating inside a tightly controlled FMCG system where most strategic decisions were already set.
I was given a pre-defined, SKU-driven content calendar. Visual formats, brand guidelines, and copy structures were fixed. Every post had to follow a strict framework, align with global brand standards, and tag local retailers. While the brief called for lifestyle-led content, it also required clear feature communication, with no room to compromise on compliance.
Content also had to travel across markets with different social media maturity levels, retail landscapes, and cultural calendars. What resonated in South Africa did not automatically translate to Kenya or Ghana, yet consistency across the brand ecosystem remained non-negotiable.
This created an exciting challenge: how to write social content that is compliant, localised, commercially aligned, and still human, when almost everything is constrained by design.
Context
What I did
Outcome
This work was delivered while I was working with Efficiency Advertising, supporting Philips across African markets.
The mandate was deceptively simple: support Philips Africa’s always-on organic social media presence for South Africa, Kenya, and Ghana. In reality, it meant operating inside a tightly controlled FMCG system where most strategic decisions were already set.
I was given a pre-defined, SKU-driven content calendar. Visual formats, brand guidelines, and copy structures were fixed. Every post had to follow a strict framework, align with global brand standards, and tag local retailers. While the brief called for lifestyle-led content, it also required clear feature communication, with no room to compromise on compliance.
Content also had to travel across markets with different social media maturity levels, retail landscapes, and cultural calendars. What resonated in South Africa did not automatically translate to Kenya or Ghana, yet consistency across the brand ecosystem remained non-negotiable.
This created an exciting challenge: how to write social content that is compliant, localised, commercially aligned, and still human, when almost everything is constrained by design.
Context
What I did
Outcome
This work was delivered while I was working with Efficiency Advertising, supporting Philips across African markets.
The mandate was deceptively simple: support Philips Africa’s always-on organic social media presence for South Africa, Kenya, and Ghana. In reality, it meant operating inside a tightly controlled FMCG system where most strategic decisions were already set.
I was given a pre-defined, SKU-driven content calendar. Visual formats, brand guidelines, and copy structures were fixed. Every post had to follow a strict framework, align with global brand standards, and tag local retailers. While the brief called for lifestyle-led content, it also required clear feature communication, with no room to compromise on compliance.
Content also had to travel across markets with different social media maturity levels, retail landscapes, and cultural calendars. What resonated in South Africa did not automatically translate to Kenya or Ghana, yet consistency across the brand ecosystem remained non-negotiable.
This created an exciting challenge: how to write social content that is compliant, localised, commercially aligned, and still human, when almost everything is constrained by design.
Context
What I did
Outcome
This work was delivered while I was working with Efficiency Advertising, supporting Philips across African markets.
The mandate was deceptively simple: support Philips Africa’s always-on organic social media presence for South Africa, Kenya, and Ghana. In reality, it meant operating inside a tightly controlled FMCG system where most strategic decisions were already set.
I was given a pre-defined, SKU-driven content calendar. Visual formats, brand guidelines, and copy structures were fixed. Every post had to follow a strict framework, align with global brand standards, and tag local retailers. While the brief called for lifestyle-led content, it also required clear feature communication, with no room to compromise on compliance.
Content also had to travel across markets with different social media maturity levels, retail landscapes, and cultural calendars. What resonated in South Africa did not automatically translate to Kenya or Ghana, yet consistency across the brand ecosystem remained non-negotiable.
This created an exciting challenge: how to write social content that is compliant, localised, commercially aligned, and still human, when almost everything is constrained by design.
