As a UX Content Designer and Strategist, Vivian brings extensive content experience encompassing UX content design, copywriting, technical writing, and even songwriting.

She is currently on the Growth team at Expedia Group, as the sole Content Designer of landing experiences for Expedia, Hotels.com, and Vrbo across its lodging, flights, activities, packages, and cars lines of business.Before this, she was at Cash App as a Content Design intern on the Health team, working on Cash Card, Taxes Applet, and Trust projects. She has also worked as a UX Content Design intern at Google, on the YouTube TV team, where she worked on the optimization of the end-to-end language experience of its premium service.To further augment her content design skills, Vivian completed a professional certificate in UX design from Cornell University and a content design mentorship at Meta.In 2023, she graduated with her master’s degree in Professional Writing from New York University with a focus on Information Architecture, Technical Writing, & Data Storytelling in the Technology, Business, Finance, and Healthcare fields. Upon graduation, she was awarded the Flag Bearer for the 2023 class due to her exceptional academic experience and student participation—graduating with a distinction (4.0).Before UX writing, Vivian graduated with an LL.B in Law (J.D equivalent) from the University of Ibadan and then pivoted to work as strategic copywriter in marketing and advertising. She has ideated and executed internal and external marketing campaign for Meristem Nigeria and Leadway Assurance – two of the top brands in the Nigerian capital market and insurance industries. Her role also included applying her music and audience analysis knowledge to craft advertising jingles that support marketing efforts for First Bank and Fidelity Bank – two top brands in the Nigerian banking industry, and Globacom Limited— Nigeria’s top multinational telecommunication brand.With her unique skill combination and years of experience, Vivian is poised to make her mark in user experience and content design.

Campaign Pitch for a Fictional For-Profit Brand, LinkedOut.

External Communications. Ad Campaign. Copywriting. Masters' Program.

TASK
This project was completed for my Promotional Writing course. The task was to create a brand campaign plan that introduces a fictional for-profit client, its mission, and its new project.PROCESS
•Immerse:I conducted an audience analysis of popular for-profit brands and used my findings to develop my fictional for-profit brand.•Frame: I created the fictional brand "LinkedOut," a business and employment-focused online service in the United States with a vision to create economic opportunities for every member of the global workforce. The campaign was designed to celebrate its 20th anniversary.•Ideate: I developed the campaign's big idea: "It's not about us, let's celebrate you!" The goal was to highlight that LinkedOut's success over 20 years was due to its incredible users. The unique selling proposition (USP) for this campaign was the promise of increased visibility and a larger network. All campaign materials were designed to emphasize this message.•Execution: The campaign included outreach, a community engagement component, and an online interactive promotional component. I drafted the production schedule and press release, created a mood board to provide visual direction for the project, and designed the presentation document using Canva. I received an A for this project.

ROLE: Graduate Student.
WHAT I DID: Copywriting, Design.
COURSE: Promotional Writing.
PROGRAM: Master's, Professional Writing @ New York University.
TOOLS: Canva.

The project document

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Further specifics within limits can only be disclosed at interviews. Thank you for understanding.

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Salesforce software technical documentation.

Technical Writing • Project Management • Masters' Program.

TASK
This project was completed for my Technical Writing for The Information Professions course. The task was to assist the Algonquin team with technical documentation for the effective use and management of Salesforce.PROCESS
• Immerse: I conducted a situation analysis of Algonquin, identifying issues and studying the Salesforce app to understand its functionalities and potential problems.• Frame: Based on my analysis, I created clear step-by-step guidelines to address the identified issues. This included outlining specific procedures and best practices for using Salesforce effectively.• Ideate: I developed a usage policy tailored for Algonquin's needs, ensuring it aligned with their operational requirements and goals. Additionally, I drafted two announcement emails: one for the Algonquin board and one for the employees, to communicate the new guidelines and policy changes.• Execute: I compiled a comprehensive glossary to accompany the technical documentation, providing clear definitions of key terms for ease of understanding. This ensured the documentation was user-friendly and accessible to all team members.

ROLE: Graduate Student.
WHAT I DID: Technical Writing. Project Management.
COURSE: Technical Writing for The Information Professions.
PROGRAM: Master's, Professional Writing @ New York University.
TOOLS: Google Workspace, Smartsheets.

The Project Document

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Task-based website development, Allegro.

UX Design • Information Architecture • UX Writing • Master's Program

TASK
This project was completed for my Information Architecture course. The task was to create a proposal for the development of a task-based website.PROCESS
• Immerse: I conducted user group research to understand the planning needs of independent music artists. This included developing personas and scenarios to accurately represent the target audience.• Frame: I created the brand "Allegro," designed to meet the specific planning needs of independent music artists. I outlined the project overview, objective, approach, and scope of work to ensure a clear and focused direction.• Ideate: I developed the content inventory and crafted a chatbot script to enhance user interaction and support. This involved organizing the website's content to align with the users' needs and preferences.• Execute: I designed wireframes and an interactive prototype using Omnigraffle, Figma, and WordPress. These tools allowed me to create a functional and visually appealing prototype that effectively demonstrated the website's features and usability. I received an A for this project.

ROLE: Graduate Student.
WHAT I DID: UX Design, Information Architecture, User Research, Usability Testing, Content Strategy.
COURSE: Principles of Information Architecture.
PROGRAM: Master's, Professional Writing @ New York University.
TOOLS: WordPress, Google Workspace, Canva, Figma, Omnigraffle.

The Project Document

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Choose to challenge.

Songwriting • Music • Ad Jingle • Singing • Advertising • Marketing

TASK
This project involved developing an song concept for International Women's Day. The ad showcases women in male-dominated professions in Nigeria and the intent was to have a song that complimented this concept. The song had to inspire women to challenge societal norms and pave the way for future generations.PROCESS
• Immerse: I read the brief to understand the ad concept. Then I researched the representation of women in male-dominated professions in Nigeria, understanding their challenges and the societal norms they defy. This informed the development of a compelling narrative for the song.• Frame: I conceptualized the song to encourage women to defy norms not just for themselves, but for the benefit of future generations.• Ideate: I wrote the song to serve as the ad's central element. The lyrics were crafted to call out to women, encouraging them to break barriers and inspire those who come after them. The song's message was aligned with the experiences of the women featured in the ad.• Execute: I voiced the song, ensuring that the song was integrated seamlessly with the visuals. The lyrics and melody were designed to evoke a sense of empowerment and solidarity. The song successfully conveyed the ad's inspirational message, resonating deeply with the target audience for International Women's Day.

ROLE: Freelance Songwriter
WHAT I DID: Song direction, Songwriting, Singing.
BRAND: First Bank Nigeria
TOOLS: Logic Pro. AKG P120 Condenser Mic. Bandlab. Google Docs.

The Lyric Video

The Video Ad

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Glo Nigeria Ad Jingle.

Songwriting • Music • Ad Jingle • Singing • Advertising • Marketing

TASK
This project involved developing an ad concept and songwriting to communicate the efficacy of the brand's 4G LTE network. The goal was to illustrate a story of perseverance and belief in oneself through the power of technology.PROCESS
• Immerse: I researched the impact of technology and fast internet connectivity on personal and professional development especially on the Millenial & Gen Z demographic. I also listened to songs that matched the melody profile of what the brand wanted. This helped shape a narrative that would resonate well with young adults.• Frame: I conceptualized a double entendre with the theme "I no dey miss, I no dey freeze". This complimented the ad featuring a young adult who pursues her dreams against all odds and also showcases how the brand's 4G LTE network is fast enough and never misses to help her achieve her goals.• Ideate: I wrote a song that tells the story of the protagonist's journey, emphasizing themes of perseverance, self-belief, and the transformative power of technology. The lyrics were intentionally a double-entendre that could also be read as the network talking about its efficacy.• Execute: I voice the song, ensuring the it was integrated seamlessly with the visuals. The melody and lyrics were designed to evoke a sense of determination and inspiration. The ad successfully communicated the efficacy of the brand's 4G LTE network and resonated with the target audience.

ROLE: Freelance Songwriter
WHAT I DID: Song direction, Songwriting, Singing.
BRAND: Globacom Telecommunications Limited.
TOOLS: Logic Pro. Shure SM7B Dynamic Mic. Bandlab. Google Docs.

The Video Ad

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First bank virtual card launch.

Songwriting • Ad Jingle • Singing • Advertising • Marketing

TASK
This project involved developing a song to introduce the bank's latest product, the Virtual Card. The goal was to use a catchy song to highlight the benefits and features of the card.PROCESS
• Immerse: I researched the features and benefits of the brand's virtual cards focusing on their convenience, security, and versatility. This helped shape the messaging for the ad. I also listened to songs with a similar melody profile as stipulated by the brand's brief.• Frame: I conceptualized a catchy song that would effectively communicate the advantages of the bank's Virtual Card. The song needed to be memorable and engaging to capture the audience's attention.• Ideate: I wrote a song that clearly stated the benefits and features of the Virtual Card. The lyrics were crafted to highlight key points such as ease of use, enhanced security, and instant access, making the product appealing to potential customers.• Execute: I voiced the song and ensured it complemented the visual elements. The melody and lyrics were designed to be catchy and informative, making the song entertaining and educational. The ad successfully introduced the Virtual Card and effectively conveyed its benefits to the audience.

ROLE: Freelance Songwriter
WHAT I DID: Song direction, Songwriting, Singing.
BRAND: First Bank Nigeria
TOOLS: Cakewalk. AKG P120 Condenser Mic. Bandlab. Google Docs.

The Video Ad

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Choose your weapon. It will be meaty.

Copywriting • Marketing • Advertising • Social Media • Special Day Ads

TASK
This project involved developing a fun social media ad to hint at the meat-eating part of the Islamic holiday, Eid El Adha. The goal was to engage individuals by urging them to select their preferred eating utensils to enjoy their meals.PROCESS
• Immerse: I researched the cultural significance of Eid El Adha, particularly the tradition of meat-eating during the holiday. This provided insights into the appropriate tone and messaging for the ad.• Frame: I conceptualized a lighthearted and engaging social media ad that would resonate with the audience celebrating Eid El Adha. The focus was on the enjoyment of the holiday meal and the choice of eating utensils.• Ideate: I developed a creative concept that encouraged viewers to select their preferred eating utensils, making the ad interactive and fun. The messaging was designed to be playful and culturally relevant, enhancing the festive spirit.• Execute: I produced the copy for the ad, ensuring that the accompanying visuals were vibrant and appealing. The ad featured various eating utensils, inviting viewers to engage and choose their favorites. The ad turned out to be shareable and engaging, successfully capturing the audience's attention and participation.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Leadway Assurance.
TOOLS: Google Workspace.

The Video Ad

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Worse than dust

Copywriting • Marketing • Advertising

TASK
The project aimed to create an ad campaign to increase awareness about the brand's auto insurance plan. The metrics were engagement and lead generation.PROCESS
• Immerse: I researched the target audience to understand their sentiments and behaviors regarding car ownership and care. This included analyzing their attitudes towards car maintenance, particularly in a humid and dusty environment. I gathered insights on common practices and concerns, such as the frequent use of car dust covers to protect vehicles from dust and dirt accumulation.• Frame: Based on the research findings, I conceptualized an ad campaign that leveraged the familiar act of using car dust covers. The idea was to draw a parallel between this common practice and the importance of having auto insurance. The metaphor of the dust cover highlighted the need for comprehensive protection, extending beyond simple car care to financial security in the event of accidents.• Ideate: I developed a creative concept that positioned auto insurance as a crucial component of responsible car ownership. The ad encouraged viewers to consider auto insurance with the same importance they placed on using dust covers. The messaging emphasized that while dust can be a daily nuisance requiring regular cleaning, accidents—whether minor or major—can result in significant, unexpected expenses that insurance can help mitigate. This approach aimed to shift the perception of auto insurance from a mere necessity to an essential investment in car care and financial security.• Execute: I crafted the copy for the ad and collaborated with the design team to ensure the visuals complemented the messaging. The ad featured a car covered with a dust cover, symbolizing protection and care. The tagline reinforced the message that just as dust covers protect the exterior, auto insurance safeguards against unforeseen financial burdens. The campaign successfully captured the audience's attention and encouraged inquiries about the brand's offerings.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Leadway Assurance.
TOOLS: Google Workspace.

The Ad

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You've come this far, let's take you farther.

Copywriting • 360 Brand Campaign • Marketing • Advertising • Social Media

TASK
The wealth management brand aimed to reintroduce itself to its audience, focusing on high-net-worth individuals. The goal was to create a campaign that reaffirmed the brand's promise to build and sustain wealth, highlighting its longstanding track record of trust in the market.PROCESS
• Immerse: In collaboration with the Creative Director, Copy, I researched the brand's history, values, and previous campaigns to understand its unique selling points and reputation in the market. Along with the strategy team, we also analyzed the needs and aspirations of high-net-worth individuals to tailor the campaign message effectively.• Frame: Together, we conceptualized a 360-degree campaign that declared the brand's commitment to taking its clients even farther in their wealth journey. The core message emphasized the brand's dedication to not only building wealth but also ensuring it endures beyond the client's lifetime.• Ideate: I worked closely with the Creative Director Copy to develop the campaign's central theme, focusing on sustainability and legacy. The messaging was crafted to resonate with high-net-worth individuals, reinforcing the brand's role as a trusted partner in wealth management.• Execute: Alongside the Creative Director Copy, I produced the campaign materials, including print, digital, and social media content. The visuals and messaging were designed to be cohesive and impactful across all platforms. The campaign successfully reaffirmed the brand's promise and reinforced its reputation as a trusted wealth management partner.

ROLE: Copywriter.
WHAT I DID: Concept, Copy, Song direction, Scriptwriting, Songwriting, Singing.
BRAND: Meristem Nigeria.
TOOLS: Google Workspace. Cakewalk. AKG P120 Condenser Mic. Bandlab.

The Video Ad

VIDEO AD TRANSCRIPT
[Music]
Voiceover
What kind of success do you long for?
If it's the small kind, you can go at it alone
If it's huge, no matter how good you are on your own
You need partners
Partners who can help maximize the potential of your wealth
You've come this far
Let's take you farther.

Lyric Video For Brand Music

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Own your move.

Copywriting • Marketing • Advertising • Social Media

TASK
After the Nigerian Government declared it was safe to travel, the ban on air travel was set to be lifted on September 5th, 2020. The goal was to create a campaign to inform people that it was safe to travel again and encourage them to inquire about the brand’s travel insurance policy.PROCESS
• Immerse: I researched the public sentiment around travel and safety post-ban and analyzed common travel aspirations among the target audience. This helped shape a campaign that would resonate with their desires and concerns.• Frame: I conceptualized a campaign centered on the theme of "getting moving again" and rekindling travel aspirations. The campaign aimed to remind the audience of the travel dreams they had before the ban.• Ideate: For the teaser, I aimed to generate excitement about the possibility of traveling again. The idea was to tap into the common practice of saving people's phone numbers with their first name and a location as their last name (e.g. John Work, Jane Cafeteria) to make it easy to recall whom. There is also a cultural practice of people teasing their friends who have traveled abroad by playfully replacing their last names with where they visited (e.g. John Cancun). The ads encouraged the audience to replace their last names with their dream destinations as a fun way to anticipate future travels.
For the launch, I focused on the theme of reaping the rewards of responsible behavior. The message conveyed that staying indoors to keep everyone safe has now allowed them the freedom to travel again.• Execute: I wrote the copy for the creative materials for both the teaser and reveal phases, ensuring they were cohesive and engaging across all platforms. The ads were successful because users joined in on social media to replace their last names with their dream destinations and talked about future travels.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Leadway Assurance.
TOOLS: Google Workspace.

The Launch Ad

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Invest in a Dyson.

Copywriting • Marketing • Advertising • Social Media

TASK
This project was one of three ad campaigns created for The Workshop Advertising Apprenticeship program with a co-copywriter and a mentor. The goal was to create an ad campaign for the Dyson brand.PROCESS
• Immerse: I researched Dyson's brand values and customer perceptions. This provided a foundation for developing a campaign that effectively communicated Dyson's long-term value.• Frame: I conceptualized a comprehensive campaign divided into three phases – teaser, launch, and sustenance – that incorporated print, video, OOH, social, and experiential elements to create a cohesive story.• Ideate: The big idea was to reaffirm Dyson's worth as an investment rather than a one-off buy to build and maintain interest in Dyson as an essential investment for a clean home. During the teaser phase, we aimed to draw attention to the unseen dust in homes using print and OOH ads.
For the launch phase, we proposed a combination of video ads, print ads, social activation/experiential events, and OOH ads to emphasize the need for investing in a Dyson. In the sustenance phase, we extended the video ad concept by creating a social media parody account for NotDyson – a brand that represents everything Dyson isn't, with the only advantage being its low cost.• Execute: Collaborating closely with my co-copywriter and mentor, I designed and produced campaign materials across various platforms on Canva. I designed the mockups for all phases and compiled the presentation for submission to the program.

ROLE: Copywriter.
WHAT I DID: Concept, Copy. Presentation Design.
BRAND: Dyson.
TOOLS: Canva.

The presentation document

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Budget shopping tips for the season.

Copywriting • Blog post • Long-form • WordPress Blog Management

The client is a company in the investment and business technology space. One of its products is EasyMall, an e-commerce site that sells below regular market price. This blog post aimed to use the pre-Christmas season to inform people how they can shop easier with EasyMall.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Africa Prudential.
TOOLS: Google Workspace. WordPress

Read full post

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A guide to building a profitable investment portfolio.

Copywriting • Blog post • Long-form • WordPress Blog Management

The client is a company in the investment and business technology space. The purpose of this blog post was to inform their customers about building an investment portfolio while positioning the client as a brand knowledgeable in this space.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Africa Prudential.
TOOLS: Google Workspace. WordPress.

Read full post

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Hi, I'm Vivian

I’m a Copywriter and UX Writer currently based in New York. I've worked on brands like Leadway Assurance, Meristem Nigeria, First Bank Nigeria, Fidelity Bank Nigeria, Oando Plc and Africa Prudential.I'm passionate about designing content using ideation techniques that are built on user-centeredness. I execute these ideas across all user touchpoints in platform tailored copy that is aimed at creating value for the user, reaching brand goals, and getting the desired action from the user.When I'm not designing content and campaigns, I am creating music.

To view in a larger format, kindly click the underlined title "Vivian Udeh E-Portfolio" above.

Face app trend.

Social media • Copywriting • Trends

Jumping on the faceapp trend that showed people how they would look when they become old, we hinted at the environment and urged people to treat it better. The message was simply that the longevity of the human race all depends on how healthy the earth is

ROLE: Copywriter.
WHAT I DID: Concept, Copy.
BRAND: The Hook Creative Agency.
TOOLS: Google Workspace.

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Fathers' day ad.

Copywriting • Marketing • Advertising • Social Media

TASK
This project aimed to create a campaign that redefined the perception of fathers, who are often seen by their kids as less involved due to their frequent absence. The goal was to take the audience behind the scenes to reveal the true role and contributions of fathers.PROCESS
• Immerse: While I was aware of the common assumption about fathers, I worked with the strategy team to research the common perceptions of fatherhood and the dynamics of parental roles in families. This provided insights and backed the assumptions we had about how fathers are viewed by their children and society.• Frame: I conceptualized a campaign that aimed to challenge the stereotype of fathers being less involved. The campaign's theme was to offer a behind-the-scenes look at who fathers really are and the vital roles they play in their families.• Ideate: I developed the narrative to highlight the unseen efforts and sacrifices of fathers. The idea was to show moments where fathers contribute significantly to their families, despite not always being physically present. The messaging aimed to evoke a sense of appreciation and recognition for fathers.• Execute: I wrote the copy for the campaign materials, that took the audience on a journey behind the scenes. The visuals and storytelling were crafted to be heartfelt and impactful, successfully revealing the true essence of fatherhood and changing the audience's perception.

ROLE: Copywriter.
WHAT I DID: Concept, Copy.
BRAND: The Hook Creative Agency.
TOOLS: Google Workspace.

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Graduate trainee ad.

Copywriting • Marketing • Advertising • Social Media

TASK
This project aimed to position the client company as the ideal place for fresh graduates to launch their careers. The goal was to make an ad that was compelling enough to get them to apply to the Client's internship program.PROCESS
• Immerse: In collaboration with the Creative Director, Copy, I researched the aspirations and concerns of fresh graduates entering the job market. This provided insights into what they value in an employer and what motivates them to choose a particular company to start their careers.• Frame: Together, we conceptualized a campaign that highlighted the client company as the perfect launching pad for young professionals. The central message was that beginning a career at the right company is key to unlocking one's full potential.• Ideate: I worked closely with the Creative Director to develop creative concepts that communicate that starting in the right place is crucial for maximizing one's potential.• Execute: Alongside the Creative Director, I wrote the copy for the campaign materials. The visuals and messaging were designed to be appealing and thought-provoking. The campaign successfully communicated the benefits of beginning a career with the client company and attracted the target audience.

ROLE: Copywriter.
WHAT I DID: Concept, Copy.
BRAND: The Hook Creative Agency.
TOOLS: Google Workspace.

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