Elif Kaya
Creative Copywriter & Content Strategist
Concept, content & copy for social-first brands.
The following work highlights a selection of social-first content created for essence cosmetics and Catrice across Instagram, TikTok, TikTok Shop and YouTube.
Formats range from ASMR executions and meme-driven concepts to product-focused storytelling built for each platform. Some executions were developed as part of licensed collaborations with partners including Paramount, Disney, Warner Bros., Sanrio and Mattel.
My role included concept development, campaign messaging and social-first copy, with selected pieces also filmed and edited by me.
Content Objectives
- Increase watch time, retention and engagement
- Communicate product benefits in a non-salesy, relatable way
- Adapt messaging to platform-specific behavior
- Balance brand identity with trend-driven formats
Scope of Work
- Concept development for short-form video
- Hook writing and narrative structure
- Caption copywriting (German & English)
- Platform-native storytelling
- Filming and editing
- Creative adaptation for licensed collaborations and core brand campaigns
Relatable Meme Carousel — Catrice (Instagram)
Context
Meme-based carousel connecting product communication with everyday beauty moments and platform-native humor.
Goal
Increase engagement and brand relatability through socially fluent, shareable content.
Role
Concept, filming, editing and platform-specific caption copywriting.
Head over to this link:
https://www.instagram.com/p/DRyzlDuk0HS/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Key Results
- ~196K organic views
- ~46K reach
- 1.8K+ engagements, driven mainly by saves and shares
Nuts About You” Trend Edition Overview Reel — essence (Instagram & TikTok)
Context
Festive overview reel showcasing a limited Christmas trend edition across platforms.
Goal
Drive awareness and collection-level interest through a visually rich, seasonal format.
Role
Concept, filming, editing and platform-specific caption copywriting.
Key Results
- Instagram: ~697K views, strong saves & comments
- TikTok: ~193K views, ~53% retention rate
JUICY Lip Oil Set ASMR — essence (TikTok Shop)
Context
ASMR-style TikTok created for a TikTok Shop environment.
Goal
Support product discovery and interest through platform-native shopping behavior.
Role
Concept, filming, editing and platform-specific caption copywriting.
Key Results
- ~502K views
- ~29% retention rate
- Strong engagement for product-focused content
Affordability ASMR Reel — essence (Instagram & TikTok)
Context
ASMR reel highlighting product affordability and everyday usability.
Goal
Communicate value-for-money positioning without compromising on brand aesthetics.
Role
Concept, filming, editing and platform-specific caption copywriting.
Key Results
- Strong qualitative engagement
- Positive community response
PERFORMANCE
- 697K+ organic views
- 408K+ reach
- 22K+ engagements
- Strong saves & shares as relevance signals
- High average watch time (~6s)
TikTok / TikTok Shop
- 502K+ views
- 442K+ reach
- 5.5% engagement rate
- 52%+ retention rate
EDITORIAL & MEDIA COLLABORATIONS
Catrice × Vogue / ELLE
Context
Social-first editorial collaborations featuring celebrity-led activations and international launches, including events in Los Angeles.
Goal
Caption copywriting for Instagram Reels, YouTube Shorts and supporting assets such as trailers, teasers and short interview clips.
Role
Translating editorial and celebrity-driven storytelling into clear, engaging social copy while maintaining brand tone and platform relevance.
WEB & BRAND COPY
Podcast Copywriting — The Magical You Podcast (Catrice, YouTube)
Context
Long-form podcast exploring mindfulness, self-expression and the emotional side of beauty.
Goal
Increase discoverability and engagement through clear, SEO-optimized YouTube copy.
Role
Copywriting for episode titles, descriptions and metadata, aligned with platform search and browse behavior.
Key Results (average per episode)
- ~500K views
- Consistent long-form performance
- Active comment sections
Podcast Copywriting — The essence Podcast (YouTube)
Context
Podcast covering cultural and social topics such as inclusivity, music and mental health.
Goal
Support visibility and accessibility of long-form content through clear, audience-friendly copy.
Role
Copywriting for titles, descriptions and metadata optimized for YouTube discovery.
Key Results (average per episode)
- ~800K views
- High engagement across episodes
Recycling Guide — Catrice (Landing Page)
Context
A single editorial landing page explaining how to properly dispose of cosmetic packaging.
Goal
Make sustainability information accessible, clear and aligned with brand tone.
Role
Editorial web copywriting, structure and tone development for a consumer-facing sustainability topic.
Well-Being Weeks — Jabra (Landing Page)
Context
Campaign landing page for Jabra’s Well-Being Weeks initiative, connecting technology with mental well-being and mindfulness.
Goal
Position the brand beyond product features by building a credible well-being narrative.
Role
Brand-aligned editorial copywriting and narrative structure for web.
WORK WITH ME
Hi, I’m Elif! I’ve spent the last 5+ years writing and creating for brands across beauty, lifestyle, tech and consumer products.
I hold a degree in English and Linguistics, but most of what I know comes from hands-on work: developing campaign and content ideas, shaping brand messaging and writing copy for everything from social content to product launches and websites.
I’m based in Frankfurt and have worked across agency, freelance and in-house environments. Here’s where I typically contribute:
- Concept & format development
- Social-first copy & hooks for short-form video
- Short-form video storytelling (filming & editing)
- Brand voice & messaging
- Product, landing page & editorial copy
- Press releases, case studies & technical articles
- AI-assisted workflows
Additional work on request.
- Based in Germany
- contact@elifkaya.de