With 13 years in marketing, I’m deeply passionate about creating content that grabs attention and drives real results. I love bringing brands to life through storytelling, building campaigns that generate leads, and finding creative ways to connect with audiences. Outside of work, I’m just as passionate about content – whether it’s shooting content for my Instagram, networking at events, or experimenting with new content formats. I’ve been creating and curating content since 2012, and I know what it takes to make something truly engaging in today’s fast-moving digital world. Here is a small snippet of my work.
Virgin Active Video Content
Project 1: Demystifying Pilates
Social & Content Marketing Manager: Anja Human
Copywriters: Anja Human & Jen Feather
Videographer: Faizel Walls
Social & Content Marketing Manager: Anja Human
Copywriter: Gabi Mostert
Videographer: Faizel Walls
Why we created these videos: Our goal is for members to feel as comfortable as possible in classes. Trying something new can be scary, so we put these videos together to make Reformer Pilates feel more approachable. It worked really well – one member even said, “As someone who’s going to the Pilates class for the first time, this has been helpful. 🔥👏”
Project 2: Demystifying Swim
Social & Content Marketing Manager: Anja Human
Copywriter: Gabi Mostert
Videographer: Rooibos Films
Producer: Nicola Davids
Social & Content Marketing Manager: Anja Human
Copywriter: Gabi Mostert
Producer: Nicola Davids
Why we created these videos: Just like with Reformer Pilates, a lot of people feel intimidated by swimming or want to learn but don’t feel confident enough to take the plunge. I came across an incredibly inspiring story about Grace, who learned to swim in her 70s, and we turned it into a powerful video to show that it’s never too late to start. This video was also amplified through the blog and newsletter.
Project 3: Demystifying Personal Training
Social & Content Marketing Manager: Anja Human
Copywriter: Gabi Mostert
Producer: Nicola Davids
Why we created this video: Personal training can feel intimidating for many people (myself included!), but it’s a big part of what we offer at Virgin Active. My challenge was to make it feel more approachable and engaging for our members. To do that, I focused on showcasing the fun, friendly, and relatable side of our personal trainers – highlighting not just their expertise, but their personalities and passion for helping people reach their goals.
Virgin Active Social Media Content
Post 1: Virgin Active Wrapped
Social & Content Marketing Manager: Anja Human
Copywriters: Anja Human & Beate Malan
Why we created this post: Spotify Wrapped, but for the gym! Using our new brand tone, we put together this carousel to give members a fun recap of their year in exercise.
Post 2: Promoting PT intro packs
Social & Content Marketing Manager: Anja Human
Content creator: Beate Malan
Why we created this post: To help members get a feel for personal training, Virgin Active offers PT intro packs. With this video, we aimed to showcase the fun side of personal training while jumping on a trending social media moment. We’ve also found that lo-fi, reactive content tends to perform really well, making it one of the best ways to promote an offer.
Post 3: Lifting each other up club
Social & Content Marketing Manager: Anja Human
Why we created this post: Community-building is a key part of my social media strategy. We created these limited-edition hoodies for our Friends of Virgin Active – a group of content creators who collaborate with us on a trade exchange basis. After sharing this gallery on social media, members started asking how they could get their hands on one. So, I got our Content Creator to drop a comment saying, “Like this comment if you want us to run a competition for these hoodies.” It took off, and a few weeks later, we launched a giveaway featuring the hoodie that broke the internet.
Post 4: Women’s month vox pop
Social & Content Marketing Manager: Anja Human
Why we created this post: Highlighting our community in the club is a big part of our strategy. For Women’s Month, we took a fun and lighthearted approach by asking men questions about women that they might not know the answers to. The post was a hit with our members and got a great response!
Post 5: Green screen meme
Social & Content Marketing Manager: Anja Human
Why we created this post: Humour is a winner on social media, and green screen content is one of the best ways to bring it to life – especially on TikTok.
Virgin Active Newsletter
Concept and strategy: Anja Human
Copywriter: Haji Mohamed Dawjee
Designer: Clinton Manuels
Why we created this newsletter: In 2024, I led a strategy to revamp our newsletters, which had become repetitive and lacked engagement. We moved bulletin-style updates to standalone mailers and introduced Real Well – an editorial-style newsletter with a witty, humorous tone. Sent only during key marketing moments, it debunks wellness myths and highlights our latest campaigns.
Magazine copywriting
LEGiT Magazine
Copywriter: Anja Human
Designer: Illana De Jager
Why we created this magazine: Back in 2015, when I was the Social Media Manager for LEGiT Fashion, we had a free magazine for shoppers. From time-to-time, I would write copy for the magazine and help proofread it.
Long-form writing
Jet Club Magazine
Award-winning work
Pendoring Awards: RSG
Copywriter: Anja Human
Loerie Awards: WHISKAS Light
Copywriter: Anja Human