Content Manager
& Digital Copywriter
based in Amsterdam.
︎︎︎Worked with brands such as
Tiktok, Head & Shoulders, Aussie,
Melissa, O Boticário and Oral-b.
︎︎︎Get to know me
︎ ︎︎
︎︎︎ Aussie
︎︎︎ An international hair care brand. Their products are primarily focused on vegan hair care, including shampoos, conditioners, hair serums, and more. They have over 130K Instagram followers on their Brazilian account and 14K on their Australian account.
︎︎︎ An international hair care brand. Their products are primarily focused on vegan hair care, including shampoos, conditioners, hair serums, and more. They have over 130K Instagram followers on their Brazilian account and 14K on their Australian account.
The project
My main objective was to establish a fresh social strategy for Aussie's entry into the Brazilian market. For that, I conducted a market research, explored the Australian brand history, and crafted a new social media direction for all platforms. This included adjusting the tone of voice on Instagram to reflect the Brazilian lifestyle and culture while engaging a distinct audience on the new TikTok account and also maintaining the brand's global communication style without overlapping strategies. Along with that, I had the awesome opportunity to work on the influencers' strategy and to co-create pillars of content that made our digital channels much more organized and gave us much more freedom to introduce the brand in a more personal and honest way.
My main objective was to establish a fresh social strategy for Aussie's entry into the Brazilian market. For that, I conducted a market research, explored the Australian brand history, and crafted a new social media direction for all platforms. This included adjusting the tone of voice on Instagram to reflect the Brazilian lifestyle and culture while engaging a distinct audience on the new TikTok account and also maintaining the brand's global communication style without overlapping strategies. Along with that, I had the awesome opportunity to work on the influencers' strategy and to co-create pillars of content that made our digital channels much more organized and gave us much more freedom to introduce the brand in a more personal and honest way.
TikTok Challenge
As our TikTok account gained traction, we launched the #AussieChallenge in collaboration with influencers and a renowned Brazilian choreographer. The goal was to boost engagement and position Aussie as a brand suitable for all types of Brazilian hair.
My responsibilities ranged from co-creating the lyrics to setting the creative strategy and the copy for each content. This project was both enjoyable and highly successful, as the trend celebrated hair diversity—a topic often considered taboo in the country and one rarely addressed by hair product brands.
As our TikTok account gained traction, we launched the #AussieChallenge in collaboration with influencers and a renowned Brazilian choreographer. The goal was to boost engagement and position Aussie as a brand suitable for all types of Brazilian hair.
My responsibilities ranged from co-creating the lyrics to setting the creative strategy and the copy for each content. This project was both enjoyable and highly successful, as the trend celebrated hair diversity—a topic often considered taboo in the country and one rarely addressed by hair product brands.
︎︎︎@aussiebrasil
Captions [EN]
[Girl Talk] Hey gorgeous! It's @itthais here to share the scoop – all our lovely curly and wavy-haired babes can totally get their hydration game on with the Moist line ✨ Just combine Moist shampoo with the 3MM, and you're on your way to dreamy, hydrated hair in just 3 minutes. Join the #aussiegirls squad! 💁♀️💖
Captions [EN]
[Girl Talk] Hey gorgeous! It's @itthais here to share the scoop – all our lovely curly and wavy-haired babes can totally get their hydration game on with the Moist line ✨ Just combine Moist shampoo with the 3MM, and you're on your way to dreamy, hydrated hair in just 3 minutes. Join the #aussiegirls squad! 💁♀️💖
︎︎︎@aussiebrasil
Captions [EN]
Vegan &
Cruelty-free &
No parabens &
PETA labeled &
Recyclable 💜
What more could a girl want?
Taking care of your hair and the planet at the same time! #aussiecrueltyfree
Captions [EN]
Vegan &
Cruelty-free &
No parabens &
PETA labeled &
Recyclable 💜
What more could a girl want?
Taking care of your hair and the planet at the same time! #aussiecrueltyfree
︎︎︎@aussiebrasil
Captions [EN]
Captions [EN]
[Status] Whether you're at the beach, by the pool, or at the lake: super hydration without weighing down your hair, thanks to the 3 Minute Miracle 🏄♀️ Tell us: are you already one of the gals who always pack a #3MM for summer trips?
︎︎︎@aussiebrasil
Captions [EN]
[Status] Embrace the freedom to push the limits with hair that empowers you! Aussie Smooth tames frizz, ensuring your summer adventures are carefree and fun ☀️ Ready to embark on your next journey?
Captions [EN]
[Status] Embrace the freedom to push the limits with hair that empowers you! Aussie Smooth tames frizz, ensuring your summer adventures are carefree and fun ☀️ Ready to embark on your next journey?
︎︎︎@aussiebrasil
Captions [EN]
How many summer flings can you have? For @letticia.muniz, two is the perfect number: Aussie Shampoo + Conditioner #SummerCrush 💜 Infused with Australian seaweed, this combo packs a punch with nourishing power to keep your hair shining under the sun ☀️ #AussieGirls
Captions [EN]
How many summer flings can you have? For @letticia.muniz, two is the perfect number: Aussie Shampoo + Conditioner #SummerCrush 💜 Infused with Australian seaweed, this combo packs a punch with nourishing power to keep your hair shining under the sun ☀️ #AussieGirls
︎︎︎@aussiebrasilCaptions [EN]
Here's a tip for a great hydration routine and curl definition: our practical trio from the Curls line with #CheirinhoMaravilhaussie 💜 Slide to discover your hair's beautiful curves and tag all your curly friends who need to join our #LowPooSquad 💁♀️
Here's a tip for a great hydration routine and curl definition: our practical trio from the Curls line with #CheirinhoMaravilhaussie 💜 Slide to discover your hair's beautiful curves and tag all your curly friends who need to join our #LowPooSquad 💁♀️