Brand & Strategy
Building a brand's world
Beyond creating content, I develop the visual world and social strategy a brand lives in: its aesthetic direction, references, and tone.
Content Creator · Social Media Strategist
I build audiences and brand worlds on social media, and grew my own to half a million organically. A selection of work, results, and the thinking behind them.
Sarah Khursigara · @sarahssuperspa
About
I'm a content creator and social media strategist, and a Psychology graduate specialising in consumer behaviour. I built my own audience of 500,000 from scratch, organically, while spending years across luxury beauty, fashion, and content strategy asking one question: why do some brands make people feel something, while others disappear?
That question is what I bring to every brand I work with: the research, the psychology, and the strategy behind content that actually reaches the right people, not just gets views. I've lived and studied in Hong Kong, London, Shanghai, and Tokyo, and worked with internationally distributed luxury brands across both the creator and brand side.
"Makeup doesn't look good on me."
Each entry names the viewer's exact doubt ("eyeliner doesn't look good on me") then delivers the fix. It's templatable across features, lips, lashes, liner, so every episode compounds the last. Each has passed a million views across platforms.
Instagram views: 2M
Case Studies
A genuinely useful technique taught in a tight, save-and-share format, the kind of evergreen how-to that keeps circulating long after posting.
My most-watched piece, and a reliable driver of new followers.
Approach: a "find my shade" format so viewers watch to the end for the reveal, maximising watch-time while the product and full shade range are shown repeatedly throughout.
Result: high completion rate, with the product featured multiple times across the video.
Brief: a café hidden inside a building, hard to find and easy to miss. The goal was to drive footfall and make the route to the door obvious.
Approach: a street-interview format filmed with athletes, building an association between the café and that community while naturally showing the way in.
Result: 300K+ views, reaching the target audience and surfacing the café's location.
Views are the output of a process. Mine starts with research and ends with content built to be found, not just seen.
I mine trending topics and real audience questions across social and tools like AnswerThePublic, then frame them into hooking questions a video can answer.
Office talking-head, street interview, documentary, UGC, or tutorial, chosen for the goal, whether that's awareness, watch-time, or conversion.
Each video is adapted for where it lives, stills with captions, a tweet-format cut, Pinterest images, so one idea is optimised for every platform rather than posted once.
Keyworded hooks and captions, considered hashtags, and alt text written with search in mind, so content keeps surfacing long after it's posted.
Brand & Strategy
Beyond creating content, I develop the visual world and social strategy a brand lives in: its aesthetic direction, references, and tone.
Selected Formats
A longer-form, narrative-led format, used to tell a brand or place's story with depth rather than a quick hook.
Native, authentic-feeling content made to sit seamlessly in-feed and convert, without looking like an ad.
Research-led, office-format videos for an executive coaching client, built from trending questions and repurposed across platforms.
A further example of client content across format and tone.
More Work
Selected Brands