Way Up Creative
We help B2C and B2B brands step into the lead role of their social media journey by owning the first act, strengthening the middle relationship, and nurturing the connection long after the first interaction.
Before We Dive Deeper, Let's Look at Best Practices
To give you context on my content approach, I'll share strategic examples of carousel storytelling, reel discovery tactics, and story connection building that drive engagement and build authority.
Let's Take A Practical Turn
A real client growth case study to demonstrate the content funnel methodology I apply. A taster of what's possible for your brand.
Dream Phase
Top of Funnel
Emotional storytelling that sparks desire. Visual moments, brand culture, the compelling why behind your offering.
Research Phase
Middle of Funnel
Educational carousels, reels, blogs. Industry guides, best practices, what makes your brand unique.
Decision Phase
Bottom of Funnel
Newsletters, DMs, lead nurturing. Personalised follow-ups that convert interest into actions.
Content Architecture
Strategic bucket system applied to your brand's content funnel
Bucket themes create structure and prevent random posting. They guide high-value customers from curiosity to connection to conversion.
Each bucket serves a specific purpose in the customer journey. Together, they create the full first act, establishing voice, visual rhythm, and narrative architecture that moves people through the funnel with intention.
TOP FUNNEL: Awareness and Emotional Discovery
These buckets capture attention, spark imagination, and draw new viewers into your brand's world.
Your Brand Universe
Immediate, emotional introduction through visuals, atmosphere, and brand essence.
Description
The immediate, emotional introduction to your brand's world. Products, services, culture, values, and atmosphere.
Strategic Purpose
Pull new audiences in through beauty and curiosity.
Stories That Connect
Narratives with movement, drama, and emotional depth that resonate with your audience.
Description
Narratives where your brand becomes a character. Movement, drama, and emotional insight.
Strategic Purpose
Build intrigue, deepen fascination, connect emotion with your offering.
MIDDLE FUNNEL: Understanding, Context, and Identity
These buckets help users understand 'why your brand' through meaning, culture, design, and the human experience.
The Brand Experience
Sensory immersion into your brand's daily rhythms and customer moments.
Description
The sensory and daily rhythm of experiencing your brand. Customer journeys, touchpoints, team culture, behind-the-scenes.
Strategic Purpose
Show what it feels like to engage with your brand.
Context & Heritage
Deep dive into your industry, values, and brand soul.
Description
A deeper look at your market, heritage, values, and what makes your brand unique.
Strategic Purpose
Anchor your brand's identity in something bigger than products.
BOTTOM FUNNEL: Connection, Reassurance, Conversion
These buckets build trust, answer the subconscious questions, and move users closer to conversion.
People Behind the Brand
The people, personalities, and personal touches that create trust.
Description
Your team, experts, founders, and clients. Their knowledge, stories, presence, and personal touch.
Strategic Purpose
Create relational trust and the reassurance that 'these are the people I want to work with.'
Caption Philosophy
A great caption doesn't just inform or reiterate. It hooks. It engages. It transports. Strategic captions increase discoverability, deepen brand affinity, and move customers through the decision funnel.
- →Lead with a curiosity hook
- →Anchor the customer into the narrative (identity-based writing)
- →Layer metaphor or visual language to enhance recall
- →End on a signature tone that reinforces your brand's essence
Case Study: From Zero to Authority
How strategic content marketing transformed a 4×4 outdoor brand from 0 followers into an engaging community with measurable conversions and a 41× ROI.
Last 90 Days Performance
Content Strategy Breakdown
Investment Options
Select the plan that aligns with your brand's goals. All plans include strategic content planning and dedicated account management.
Your Brand
Click on a plan to select it
Videography
Professional video production
Photography
Brand photography sessions
Colour Grading
Professional colour correction
Ad-Hoc Editing
Quick turnaround edits
Radio Ads
Radio commercial production
Ad Designs
Static & animated ad creatives
Ad Campaigns
Full campaign management
Social Media Strategy
Platform-specific strategies
Content Creation
On-demand content production
Total Investment
Foundation Plan
R23,999/mo
Featured Clients
Sony Alpha RSA
2023 - 2025 Social Media Management And Content Production
Sony Alpha Nigeria
2023 - Present: Full social media, community touch point management and design
Bossenberg
Full-house creative package from content creation and growth ads to sales funnel development and leads + conversion optimisation
Keys To Dubai
2025 - present: Publishing management. Smart carousel, thumbnail and static design. YouTube publishing management.
Vivo
Device launch production and short form social media content creation
The Mattress Warehouse
Content production: Black Friday campaigns from writing to final delivery
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I'm Louw Lemmer. I've spent the last 12 years working in and around social media, marketing, and content creation, with the past decade as a full-time creative entrepreneur.
My background sits at the intersection of filmmaking, production, and commercial strategy. I help brands and founders use social media as a growth channel, not just a content feed, by aligning creative, funnels, and sales thinking with how people actually consume and engage online.
I work end-to-end, from strategy and positioning to content production and execution, helping brands sharpen their message, improve their online presence, and turn attention into momentum.
Alongside client work, I mentor creatives building solo ventures in the creative industry, helping them develop both the craft and the business thinking required to build something sustainable.
I'm deeply interested in how human behaviour, platforms, and storytelling intersect. The tools change. The platforms evolve. The human side always matters.
Ready to transform your social presence?
Let's discuss how we can help your brand own its narrative and turn attention into momentum.