Raluca
Mefa

Social media is where strategy and creativity meet in real time, and it is the area where I have built most of my hands-on experience. Across different projects and organizations, I have developed and managed social media presences from the ground up, shaping the tone of voice, visual identity, content strategy, and editorial calendars, while creating content tailored to each platform.

One of my most rewarding projects has been building the social media presence of the brand I currently work for. When I joined, I focused on creating a strategy, defining a clear target audience, establishing content pillars, creating a consistent visual identity, and developing a recognizable tone of voice. I also introduced more video content and educational posts designed for the brand's two main audiences. While the brand's social media presence went through several changes, I believe that in the end, I could develop a good strategy, tone of voice, visual identity and quality content.

Today, I am comfortable with creating content for Instagram, Facebook, TikTok, and YouTube, always adapting the message and format to each platform's characteristics.

Although most of my work has been created for Editura Elicart, I have also developed social media content for university projects, such as Creative Garden Workshops, and contributed to the social media communication with copywriting for Bosch Romania, during my internship.

Evergreen Performance was one of those projects that challenged me to think beyond the brief. My team and I were asked to create an entirely new sustainable product, from any market. We chose the sports field because we believed it offered a great opportunity to combine environmental responsibility with an active lifestyle. The process of imagining a product from scratch, defining its identity, and building an entire campaign around it was both deeply creatively stimulating and completely new to me.

We developed Mercurial Rackets, a sustainable table tennis racket brand, accompanied by the campaign tagline "Go Green or Go Home". The concept combined the joy of playing table tennis in local parks while encouraging more environmentally conscious choices. We wanted the campaign to feel authentic and relatable, especially in a city like Cluj-Napoca, where outdoor activities and green spaces are an important part of everyday life.

My main responsibilities focused on the visual identity of the campaign. I designed the poster, a horizontal web banner, and social media templates, while also contributing to the guerrilla marketing concept. Our idea was to leave the rackets on public table tennis tables in local parks, accompanied by campaign visuals that invited the people to try them. The goal was to transform a simple product launch into an unexpected, interactive brand experience.

Volunteering as a junior editor for AperiTIFF, the editorial publication of the Transilvania International Film Festival, one of the experiences I valued the most. I felt like I was not just writing articles, but actually telling stories that captured the energy of the festival, about people and the atmosphere.

During the 21st edition of TIFF, I was embedded in the editorial team, attending screenings, interviews, and events, and then translating those moments into articles, and atmosphere pieces for the publication. I wrote articles featuring key figures, including interviews with actors and directors, and covered the human side of the festival: the visitors, the volunteers, the stories that happened in between the official programme.

Working in a real editorial environment, with actual deadlines and editors reviewing my work, pushed me to develop my writing skills. I also learnt from other reporters how to write about people in the film industry, but also how to capture the feeling of a moment rather than just documenting what happened. I also learned how to work quickly without losing quality.

The experience taught me something valuable: that good communication always starts with observation, and that there is no substitute for being present in the stories you want to tell.