Automotive
Social media copy
Dunlop Tyres. Putting some grip in the scroll.
A social-first campaign for a 130-year-old tyre brand that wanted to sound less like a technical spec sheet and more like the people who actually love what they do. I led copy across the lot.
01 – The brief
Make a heritage tyre brand sound awake.
I joined as Lead Copywriter collaborating with the Art Director. We worked together on developing and executing Dunlop’s Always-On monthly content strategy from January to August 2024.
Each month, we built the content around a clear, punchy theme. We tapped into relevant holidays and cultural moments to keep the messaging timely and sharp.
We mixed static posts with dynamic video to keep the feed moving and the audience paying attention. Every piece carried a fun, proudly South African edge. The result was consistent engagement, strong brand visibility, and content that actually felt alive.
02 – The deliverables
what I actually made.
Valentine’s Day Instagram Carousel 
Father’s Day Instagram Post 
April Fools’ Day Instagram Post 
Fit The Tyre Competition Instagram Post