Michelle TasicCreative direction & worldbuilding

07 · Content operations / Digital audience

TPN Credit Bureau

In-House Content Studio and Audience Growth

An in-house production capability that doubled YouTube engagement within six months and grew social audiences by approximately 200%.

Relationship
In-house Creative & Social Media Director role in Johannesburg
My role
Creative & Social Media Director
Year
2020-2022
Project status
Implemented in-house studio and repeatable content programme
Deliverables
Studio capability, webinar and livestream formats, editorial frameworks and team workflows
Team / collaborators
Cross-functional designers, editors, content creators, product and marketing stakeholders
AI-assisted abstract visualisation of a modular livestream and digital distribution system in warm bronze light

Verified outcomes

2×
YouTube engagement within six months
~200%
Social audience growth
Established
In-house livestream capability

Brief

The problem

TPN needed trustworthy, regular content without multiplying external production cost, timeline pressure or inconsistency across platforms.

My contribution

Role and scope

I designed the digital strategy, established the in-house livestream studio and built repeatable programme, pre-production and distribution workflows. I also mentored a cross-functional team and aligned the work with product and marketing stakeholders.

Key decisions and process

Why the decisions mattered

  1. 01Build an internal lighting, audio and multi-camera capability
  2. 02Create repeatable webinar and livestream formats around expert knowledge
  3. 03Use chaptering, search-aware packaging and short clips to extend each programme
  4. 04Transfer production knowledge so the capability remained useful to the team

Outcome

What the work produced

YouTube engagement doubled within six months, social audiences grew by approximately 200%, and an internal repeatable production capability was established.