Vivian Udeh is a UX Content Designer with an MS in Professional Writing. She also has also experience in copywriting, technical writing, and songwriting.


About

Current position
• UX Content Designer - Expedia Group,
Growth, Landing Pages

Education
• M.S. Professional Writing - New York University
• Professional Certificate, UX Design - eCornell

As a UX Content Designer, Vivian brings an extensive 7-year combined experience encompassing UX content design, copywriting, technical writing, and even songwriting.

She is currently on the Growth team at Expedia Group, working on the content design of landing experiences for Expedia, Hotels.com, and Vrbo across its lodging, flights, activities, and vacation packages 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 was awarded the Flag Bearer for her program due to her exceptional academic experience and student participation.Before pivoting to UX writing, Vivian worked as a copywriter in advertising agencies. She ideated and executed internal and external marketing campaign materials 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.With her unique skill combination and years of experience, Vivian is poised to make her mark in user experience and content design.

Work Experience

View LinkedIn   View CV

Key Competencies
UX Content strategy. Creative problem solving. Design thinking. Information architecture. Copywriting. Information design. Storytelling. UX Content Design. Writing for Accessibility (WCAG).

UX Content Designer, Growth
Expedia Group

AUG. 2023 - TILL DATE.

Currently on the Landing XD team, spearheading the Content Design of landing experiences for legacy page and template evolution projects on Expedia.com, Hotels.com, and Vrbo, encompassing the lodging, flights, activities, and packages lines of business.

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Content Design Intern, Health
Cash App

JUNE 2023 - AUG. 2023.

Redesigned the language on the scams detection blocker, Cash Card onboarding flow, Taxes Applet labels, and phone support user flow.

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FOUNDING UX CONTENT DESIGNER
NOATANGA

JAN. 2023 - MAY 2023.

Responsible for establishing foundational UX processes for Content Design at the start-up tech company, Noatanga. Developed the brand voice, tone, and style guide by conducting extensive market research, analyzing competitor strategies, and integrating user feedback. Advocated for user-centered design principles, ensuring alignment with overall design goals. Documented the entire process in a comprehensive product thesis, providing a blueprint for future UX initiatives.

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UX Content Design Intern, Youtube TV
Google

MAY 2022 - AUG. 2022.

Worked on the optimization of YouTube TV Premium offerings using an exhaustive language audit of its end-to-end experience and presenting findings and explorations to the cross-functional team.

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Content Design MEntee
meta

APR 2023 - JUNE. 2023.

Worked on the audit and optimization of the "Following a space" flow on the Quora app to demonstrate an in-depth understanding of the application of HCD principles and the storytelling skills needed to persuade buy-in.

View Project

What I am learning
API Documentation.
Advanced Figma. WCAG.

What I am listening to
"The Economics of Everyday things” Podcast.
"Ted Talks Daily” Podcast.

Photoblog

Experience unforgettable moments in my journey through pictures and videos.

Hover or tap for captions. Double tap for full view.

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

Cash Card onboarding content design

UX Writing • UX Content Design • UX Design

TASK
The task was to rethink the onboarding flow of the cash card to ensure that it communicates the card's offerings to the target audience. Some of the metrics for this project include conversion and funnel progression. The goal was to help users clearly understand the value proposition of Cash Card.
PROCESS
Immerse: I started with a competitor audit of similar products and noted the language characteristics of their onboarding flows. I also analyzed the current onboarding flow noting messaging gaps.
I also conducted a keyword search to better understand what users were currently searching for and how to incorporate the needs deduced in the language redesign.All these activities helped me get an insight into user expectations and I compared them with existing internal user research and audience findings.Frame: I took note of Cash Card's business goals and studied the target user segments. With this in mind, I analyzed the current onboarding flow, acknowledging the user journey stage to identify problem areas.Ideate: This led me to design a new onboarding strategy that communicated the needs of the target user segments in a tone that aligned with their journey stage. This strategy guided my recommendations. These recommendations were based on the criteria for the audit, the Cash App writing guide, and grammar rules.Execute: At the end of the project, I presented the explorations to the team for further evaluation and user research.

ROLE: Content Design Intern.
WHAT I DID: UX Writing and Content Design.

BRAND: Cash App.
TOOLS: Google Workspace. Figma.

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

Cash App scam detection blocker content redesign

UX Writing • UX Content Design • UX Design

TASK
The task was to create a new scam blocker experience that stops users from falling for scams on the app. The end goal was to increase the user adherence rate.
PROCESS
Immerse: I started with analyzing the current blocker experience. I pulled insights from current internal research to get insight into user expectations and why adherence was low.
I also did social listening on sites like Twitter (X), Quora, and Reddit to find out what users are saying about scams on Cash App.
I did a quick audit of the payment experience on competitors to see what blockers appear and how they differ.
Frame: I took note of business goals and studied the user journey stage. With this in mind, I analyzed the information design of the experience, noting the expectations.Ideate: This led me to design a new blocker strategy that incorporates the blocker’s big goal and also reflects recommendations from customer research. This strategy guided my recommendations. The recommendations were designed to ensure adherence and customer education.Execute: At the end of the project, I presented the explorations to the team for further evaluation and iterations.

ROLE: Content Design Intern.
WHAT I DID: UX Writing and Content Design.

BRAND: Cash App.
TOOLS: Google Workspace. Figma.

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

Cash App taxes applet content design

UX Writing • UX Content Design • UX Design

TASK
The task was to create a new label for the tax season action prompts that accurately reflect the actions required. Some of the metrics for this project include conversion and funnel progression. The end goal was to get users to trust the taxes applet enough to file their taxes with the applet.
PROCESS
Immerse: I started with analyzing the current label. The goal was to point out comprehension gaps, mismatches with user expectations, interface inconsistencies, and note any terms that might affect trust-building. I also conducted a keyword search to understand what users searched for and how to incorporate the needs deduced in the language redesign. The goal was to get an insight into user expectations and compare them with existing internal user research.
Frame: I took note of business goals and studied the target user segments. With this in mind, I analyzed the information design of the page, noting the expectations of every section to determine what labels best suit the experience.Ideate: This led me to design a new label strategy that communicated the expectation of that section on the taxes applet home page and in a tone that aligned with their journey stage. This strategy guided my recommendations. These recommendations were based on the Cash App writing guide and grammar rules.Execute: At the end of the project, I presented the explorations to the team for further evaluation and iterations.

ROLE: Content Design Intern.
WHAT I DID: UX Writing and Content Design.

BRAND: Cash App.
TOOLS: Google Workspace. Figma.

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

Cash App phone support flow project

UX Writing • UX Content Design • UX Design

TASK
The task was to audit the current flow and make recommendations for better language and usability. Some of the metrics for this project include conversion and funnel progression. The end goal was to ensure that users get the best phone support experience from waiting to completion.
PROCESS
Immerse: I started with analyzing the current flow. The goal was to point out comprehension gaps, and mismatches with user expectations. I created criteria for an audit and noted observations. The goal was to get an insight into user expectations and compare them with existing internal user research.
Frame: I noted the end goals and studied the target user segments. With this in mind, I analyzed the information design of the page, noting the expectations of every use case to determine what labels best suit the experience.Ideate: This led me to suggest explorations for adjustments to the phone support flow. These recommendations were based on the Cash App writing guide and grammar rules.Execute: At the end of the project, I presented the explorations to the team for further evaluation and iterations.

ROLE: Content Design Intern.
WHAT I DID: UX Writing and Content Design.

BRAND: Cash App.
TOOLS: Google Workspace. Figma.

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

Compiling the summary

I'll upload it as soon as I'm done.

Mobile app project: Knawrish for diabetics

UX Design • UX Research • UX Writing

PROJECT TASK
This project was done during my User Experience Design Certificate program at eCornell.
The task was to formulate an innovative concept for an interactive technology to meet human needsAt the end of the project, I was able to create Knawrish, A meal-ordering app with diabetes-friendly recipes and meals.EXECUTION
I started first with drawing up a plan, conducted user research interviews, sketched the prototype. Developed a paper prototype, designed a low fidelity prototype, and conducted a usability study.

ROLE: UX Designer.
WHAT I DID: UX Design, UX Research, UX Writing.

PROGRAM: Certificate, User Experience Design @ Cornell University
TOOLS: Figma.

View Idea Generation

View Paper Prototype

View Interactive Prototype

Marketing communication designs for NYU SPS.

Copywriting • Canva Design • Content Design • Graphic Design • Mobile Photography • Mobile Videography

TASK
This project was done during my role as the Marketing Communications Assistant at the New York University School of Professional Studies, NYU SPS, Wasserman Center for Career Development.
I was in charge of creating the designs for all marketing communications at the SPS Wasserman Center. My role also included copywriting, mobile photography and videography, and campaign ideation.PROCESS
Immerse: For every project, I had a meeting with the member of staff in charge of the project to better understand what the needs are. I take note of if there are color, sizing, platform, and messaging specifications.
Frame: I look at past designs and videos for inspiration and also go through the brand guidelines to cross-check any needs. I begin with rough ideas and messaging drafts to be sure I capture the need of the ask.Ideate: For designs, I use the Canva app to narrow down my sketches to two or three options. For newsletter creation and dissemination, I used the Handshake platform to start drafts. For videography and photography needs I used an iPhone 13 Pro to actively capture photos and video.Execution: This usually consists of me cleaning up the chosen design, video, or newsletter draft, and scheduling it for upload.

ROLE: Marketing Communications Assistant.
WHAT I DID: Copywriting, Graphic Design, Campaign Development, Content Design.

BRAND: Meta.
TOOLS: Google Workspace. Canva. Handshake. iPhone 13 Pro.

Optimization of "Join a space" experience on Quora iOS app.

UX Writing • UX Content Design • UX Design

TASK
The task was to choose any app and conduct an audit of a select experience and suggest possible ways to improve it. The end goal was to show an understanding of the UX Content Design process and the storytelling skills needed to ensure buy-in from stakeholders.
DESIGN PROCESS
Immerse: I selected Quora as my app for this project. I started with an analysis of the Quora experience to understand its ecosystem. I developed criteria and a writing guide for the audit based on the general principles of UX design and grammar rules. In the end, I selected to create a better experience for the target users who want to join a space on Quora.
Frame: I identified the user persona and people problems involved in joining a space on Quora. To help my project with some foundation, I designed a mock writing guide consisting of a new voice, tone spectrum, and framework to help guide my new explorations.Ideate: This led me to create explorations based on the new writing guide I created, and general grammar rules.Execute: At the end of my project, I presented the audit to my assigned mentor and an evaluator (another senior content designer at Meta).

ROLE: Content Design Mentee.
WHAT I DID: UX Writing and Content Design.

BRAND: Meta.
TOOLS: Google Workspace. Canva.

Optimization of premium content on YouTube TV iOS app.

UX Writing • UX Content Design • UX Design

TASK
The task was to conduct a language audit of all screens involved in the end-to-end experience (pre-purchase, purchase, post-purchase, and cancellation) of YouTube TV Premium content on the iOS app. Metrics for this project included conversion and funnel progression. The goal was to help users better accomplish their goals with clear, relevant, and useful language.
PROCESS
Immerse: I began by studying the YouTube UX Writing standards, button writing guide, and the YTUXCD wordlist. I also reviewed current findings about the YouTube TV Premium experience from UX research, marketing insights, and audience segmentation. Additionally, I conducted a thorough analysis of the existing experience to familiarize myself with the ecosystem and identify any comprehension gaps.
Frame: I developed audit criteria based on existing YouTube UX Writing standards, supported by insights from UX research, marketing, and audience segmentation. I then audited the pre-purchase, purchase, post-purchase, and cancellation experiences, identifying problem areas and recommending solutions.Ideate: I designed rough explorations that addressed the needs of the target user segments, ensuring the tone aligned with their journey stage. These recommendations were backed by UX research findings and the audit results.Execute: Upon completion, I presented the audit and design explorations to the UX Content Design team, the YouTube TV team, and the entire cross-functional team, ensuring alignment and understanding across all stakeholders.

ROLE: UX Content Design Intern, YouTube.
WHAT I DID: UX Writing and Content Design.

BRAND: Google
TOOLS: Google Workspace. Canva.

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

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

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

The Prototype Slideshow

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

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

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

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

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

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

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

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

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

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.

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.

Vivian Udeh E-Portfolio by Udeh Vivian

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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.

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.

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.

Contact

I’m offering my services in Product Design Strategy and UX Content Design on a freelance or part-time basis. Let’s work.

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