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Why This Case Study
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. The tone had to feel effortlessly knowledgeable — like advice from a trusted sommelier, not a sales pitch.
My Contribution
What I Did
- 01Wrote Instagram captions, promotional posts, and wine highlight copy entirely in English for the Singapore market
- 02Created promotional campaigns (Mayday Promo, Mid Year Sale, Mother's Day, Labor Day) with conversion-driven copy that felt warm rather than pushy
- 03Crafted educational content: wine storage guides, food pairing recommendations, and wine trivia that built audience trust and engagement
- 04Maintained a consistent brand voice across all content types — promotional and educational — keeping Winehours sounding like a knowledgeable friend rather than a retailer
Timeline
Period
📅 2021 · via Anomali Studio
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.
@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
Educational content — wine storage
guides, food pairing recommendations, and wine trivia
Seasonal campaigns — Mayday,
Mother's Day, Mid Year Sale, and Labor Day activations
Customer testimonials and curated wine
reviews adapted for social media
Product highlights for premium labels
— Austin Hope, Ornellaia, Dominus Estate
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.
Target Audience
Singapore wine enthusiasts
International, discerning buyers who expect sophistication without pretension.
Tone: knowledgeable friend, not retail voice.
Industry
Fine wine retail
A category that demands category fluency — grape varieties, terroir, food
pairing, proper storage — translated into accessible social copy.
What This Shows
International range
Ability to adapt voice for English-language, international audiences across
e-commerce, retail, D2C, and lifestyle categories.