Akeeva
Led a startup's content strategy to boost social media presence.
My role
Marketing & Design Contractor
Team size
2 people
Timeline
7 months
Tools
Adobe Illustrator & Buffer
Project overview
The definition of Akeeva means to protect or shelter. Akeeva is a tech startup that aims to help lessen the burdens of end-of-life planning by providing families with a more convenient and cost-effective way to commemorate and honour their loved ones. Offering helpful guides and resources, Akeeva breaks down the taboo walls associated with the end-of-life industry. To learn more about the company, visit Akeeva.co.
Working as a Marketing & Design Contractor, I was responsible for designing, scheduling, and managing the company's social media content across Instagram, LinkedIn, and Twitter, using tools such as Adobe Illustrator, Photoshop, Excel and Buffer. I was also responsible for conducting marketing research, analyzing social media analytics, and developing marketing strategies to help grow Akeeva's audience and optimize social media traffic.
Problem
The end-of-life industry is nothing short of being taboo. With such an uncomfortable topic, naturally, it is going to be difficult to build an audience. Especially with something so sensitive such as death, how can we even begin to open that conversation? With that being said, Akeeva did not have an impactful social media presence. Especially with the hopes of targeting a younger audience, my job was to create content that helps bring awareness to the end-of-life industry, while remaining respectful.
Goal
At Akeeva, the company had many goals to improve their social media channels, including:
Raise awareness by creating approachable and informative content about the end-of-life industry.
Educate the audience with content that promotes the company's products while providing valuable insights into the end-of-life industry.
Increase engagement through the creation of compelling and interesting content.
Maintain brand identity by ensuring all content aligns with the brand's established aesthetic.
Solution
WAVE is a bespoke solution centred around recursive dictation journaling with AI analysis tools. This platform provides a safe and efficient way for users to document emotions, reflect, and share insights with friends, family, and professionals. With WAVE, users can now record, reflect, and connect.
Focusing on dictation journaling, WAVE addresses the need for accessible mental health support for bipolar disorder. The recursive dictation and AI analysis tools offer a personalized journaling experience that fosters self-awareness and emotional empowerment.
Our speech-to-text functionality makes it easy for individuals to capture their thoughts and emotions, especially those who struggle with traditional written forms due to cognitive or physical challenges. Additionally, the AI analysis tools provide valuable insights into mood patterns and triggers, helping users understand their mental health journey and make informed self-care decisions.
WAVE also fosters stronger connections with users' support systems through summarized entries and complements traditional therapy by enhancing self-reflection and progress tracking between sessions.
Project successes
From June to December 2022, I managed Akeeva's Instagram, LinkedIn, and Twitter accounts. From researching, planning, designing, and copywriting, I created a minimum of 3 new posts weekly, making up nearly 90% of the content seen on the company's social media accounts. Through my efforts, I helped grow Akeeva's brand and social media appearance, doubling its engagement rates on Instagram, all while maintaining the brand's established visual identity.
Marketing & design process
Discovery research
Conduct secondary research to learn more about the problem space.
Create a persona
Based on research results, a persona was created to identify the specific users, along with their pain points.
Feature mapping & user flows
Map out the product features and user flows according to the persona's needs, using FigJam.
Storyboard
Create a storyboard to show how the user will interact with the app and in what situations, using Procreate.
Create an MVP
Draw layouts and note down the interactions as an MVP, using Procreate.
Design system
Develop a design system in Figma to create a cohesive visual language.
High-fidelity prototype
Create a high-fidelity prototype with interactions in Figma.
User testing
Conduct user testing with professionals, therapists, and users with bipolar disorder.
Apply feedback
Apply the user testing feedback to a new design iteration.
