Silversky Pte. Ltd.

Social Media Strategy, Content Creation & Brand Marketing

Role: Social Media Strategist Intern

Duration: 16th March - 31st July 2026

Industry: Pet Food & Supplies Distribution

Key Areas: Social Media Strategy | Content Creation | Video Production | Brand Marketing | Event Marketing 

Silversky Pets Pte Ltd is a Singapore-based distributor specialising in premium pet food and supplies, managing over 20 international brands across more than 260 retail and online outlets. During my internship as a Social Media Strategist and Marketing Intern, I managed and created content across 7 social media accounts and 11 pet brands, contributing to the full content production process from content ideation and scriptwriting to scene and prop styling, filming, editing and TikTok livestreams. Beyond content creation, I collaborated with fellow interns to build Holuah!, a new brand developed from the ground up, where we shaped its brand identity, messaging, content pillars, website creative direction and launch campaigns. I also conducted competitor and content analysis to strengthen Frash Fresh’s (one of the social media accounts ) digital presence and supported event marketing and on-ground operations at major industry events, including PetExpo, Asia Cat Expo and Singapore Pet Festival. This experience allowed me to work across strategy, creative production and brand marketing while adapting content to the distinct identities and audiences of multiple brands.

1. Social Media Strategy 

 Content calendars, competitor research, audience insights, scheduling and content planning.

2. Content Creation

Conceptualising, scripting, filming and editing short-form videos.

3. Brand & Campaign Marketing 

Product launches, campaigns, livestreams and Holuah! brand development.

4. Event Marketing 

 PetExpo, Asia Cat Expo and Singapore Pet Festival - filming, interviews, booth promotion and event operations.

Research → Ideation → Scriptwriting → Planning → Set & Filming → Editing → Publishing

Creative: 

Video Editing | Videography | Scriptwriting | Content Ideation | Visual Storytelling 

Marketing: 

Social Media Strategy | Content Planning | Competitor Analysis | Brand Marketing | Event Marketing 

Professional: 

Communication | Adaptabililty | Collaboration | Time Management | Problem Solving | Creativity

Tools:

Capcut | Dropbox | Word Docs | Google Sheets | Excel | Canva 

01 — Adapting Across Multiple Brands

One of my biggest challenges was creating content across 11 different pet brands, as each had its own identity, audience and marketing goals. I quickly realised that I could not use the same creative approach for every brand. Before developing content, I started paying closer attention to each brand’s positioning, existing content and competitors, then adapted the tone, visuals and content style accordingly. This taught me to be more flexible instead of relying on what I personally thought looked good. Over time, I became more intentional about creating content that felt unique to each brand while still connecting with its target audience.

02 — Building a Brand From Scratch

Building Holuah! from scratch with my fellow interns was challenging because we did not have an existing brand identity or content direction to follow. We had to turn our initial ideas into something that felt clear, consistent and recognisable. I contributed to developing the brand messaging, mission, brand story, content pillars, website creative direction and launch campaigns, while working closely with the team to align our ideas. Through this experience, I learnt that building a brand is more than making it visually appealing—every decision needs to connect back to what the brand represents. This made me more comfortable working with uncertainty and strengthened my ability to collaborate, make strategic decisions and turn ideas into a clear brand direction.

03 — Balancing Creativity With Marketing Objectives

At the beginning of my internship, I often focused on making content creative, visually appealing and entertaining. However, through feedback from experienced colleagues and creating 100+ short-form videos, I realised that good content also needs a clear purpose. I started asking myself who the content was for, what message we wanted the audience to take away and what the brand wanted to achieve before developing each concept. This changed the way I approach content creation. Instead of simply asking, “Does this look good?”, I now ask, “Why are we creating this, and what should it achieve?” This helped me become a more purposeful and strategic content creator, rather than focusing only on execution.

My internship at Silversky changed the way i approach creative work. I learnt that creativity is most effective when it is guided by strategy, audience needs and clear business objectives. Instead of focusing only on making content visually appealing, I became more intentional about understanding who I was creating for, what they needed and what each piece of content should achieve. This connects closely to UX design, where understanding users, identifying their needs and making purposeful design decisions are equally important. Moving forward, I will carry this mindset into my UX work by balancing creativity with user needs and strategic thinking to create experiences that are both meaningful and effective.