Nasty Vapes Content Strategy
How I localized a Global Brand
for the South African Market
Nasty Vapes, an international lifestyle brand based in Malaysia, is known for its sleek and modern vape products designed for a younger audience. They aimed to expand their reach into South Africa and needed local expertise to craft culturally relevant content. I helped plan and curate this content while building partnerships with South African creators to ensure authentic engagement.
The result was a strong, localized presence that resonated with the youth market, which eventually accounted for 40% Nasty's gross sales worldwide
Key Numbers at a Glance
Growth in Instagram Followers
Average monthly reach
Global sales came from South Africa.
Concept
I joined this project from the ground up and helped grow the brand’s following to over 15,000 through a strategic mix of creative, localized content and influencer collaborations. By infusing local trends, slang, and cultural nuance, I was able to make an international brand feel authentically South African.
Duties
· Researched and analyzed South African digital trends to localize the brand’s tone and messaging.
· Built relationships with key influencers (KOLs) and managed partnerships from outreach to delivery.
· Planned and scripted creative content, providing detailed shot lists and direction for each collaborator.
· Negotiated influencer rates and ensured deliverables matched campaign goals.
· Designed and launched viral competitions using UpViral to boost visibility and engagement.
· Crafted engaging captions and handled scheduling across Instagram and TikTok.
· Maintained a cohesive brand identity that appealed to a younger, style-conscious audience.
· Identified and collaborated with local celebrities for paid endorsements, expanding brand reach and trust within the South African market.
Results
A 17K+ follower growth, stronger community engagement, and a recognizable local presence for an international lifestyle brand with multiple viral videos monthly from some of South Africa's favourite influencers
Elements
Nasty Vapes Content Strategy
Nasty Vapes, an international lifestyle brand based in Malaysia, is known for its sleek and modern vape products designed for a younger audience. They aimed to expand their reach into South Africa and needed local expertise to craft culturally relevant content. I helped plan and curate this content while building partnerships with South African creators to ensure authentic engagement. The result was a strong, localized presence that resonated with the youth market, which eventually accounted for 40% Nasty's gross sales worldwide
How I localized a Global Brand for the South African Market
Key Numbers at a Glance
Growth in Instagram Followers
Average monthly reach
Global sales came from South Africa.
Concept
I joined this project from the ground up and helped grow the brand’s following to over 15,000 through a strategic mix of creative, localized content and influencer collaborations. By infusing local trends, slang, and cultural nuance, I was able to make an international brand feel authentically South African.
Duties
· Researched and analyzed South African digital trends to localize the brand’s tone and messaging.
· Built relationships with key influencers (KOLs) and managed partnerships from outreach to delivery.
· Planned and scripted creative content, providing detailed shot lists and direction for each
collaborator.
· Negotiated influencer rates and ensured deliverables matched campaign goals.
· Designed and launched viral competitions using UpViral to boost visibility and engagement.
· Crafted engaging captions and handled scheduling across Instagram and TikTok.
· Maintained a cohesive brand identity that appealed to a younger, style-conscious audience.
· Identified and collaborated with local celebrities for paid endorsements, expanding brand reach
and trust within the South African market.
Elements
Nasty Vapes Content Strategy
Nasty Vapes, an international lifestyle brand based in Malaysia, is known for its sleek and modern vape products designed for a younger audience. They aimed to expand their reach into South Africa and needed local expertise to craft culturally relevant content. I helped plan and curate this content while building partnerships with South African creators to ensure authentic engagement. The result was a strong, localized presence that resonated with the youth market, which eventually accounted for 40% Nasty's gross sales worldwide
How I localized a Global Brand for the South African Market
Key Numbers at a Glance
Growth in Instagram Followers
Average monthly reach
Global sales came from South Africa.
Concept
I joined this project from the ground up and helped grow the brand’s following to over 15,000 through a strategic mix of creative, localized content and influencer collaborations. By infusing local trends, slang, and cultural nuance, I was able to make an international brand feel authentically South African.
Duties
· Researched and analyzed South African digital trends to localize the brand’s tone and messaging.
· Built relationships with key influencers (KOLs) and managed partnerships from outreach to delivery.
· Planned and scripted creative content, providing detailed shot lists and direction for each collaborator.
· Negotiated influencer rates and ensured deliverables matched campaign goals.
· Designed and launched viral competitions using UpViral to boost visibility and engagement.
· Crafted engaging captions and handled scheduling across Instagram and TikTok.
· Maintained a cohesive brand identity that appealed to a younger, style-conscious audience.
· Identified and collaborated with local celebrities for paid endorsements, expanding brand reach and trust within the South African market.
Elements