Segen Goitom

MAD Brussels

MAD Brussels · Communication intern · Mar–Jun 2025

101K

views on a Reel edited right inside Instagram. No production budget.

Role

Communication intern in MAD's communication team

When

March to June 2025

Programmes

Matching Seats, Come As You Are, Belgium is Design

Channels

Instagram, TikTok, Facebook, LinkedIn, newsletter, web

Matching Seats: a rhinestone stool with a figure in pink — Matching Seats · Photo: Olympe Tits

Come As You Are: portrait with flower petals and violet tulle — Come As You Are · Photo: Laetitia Bica

01The situation

MAD's exhibitions are free. Turns out free still has to be sold.

02What I noticed

a
The build-up is the story.
Often there was nothing finished to show yet. A room halfway there raises more questions than a finished one.
b
Native beats polished.
Edits made inside Instagram and TikTok tend to do better with the algorithm than imported ones.
c
One voice, every channel.
MAD sounds playful but culturally sharp. That voice had to hold up on every platform, in two languages.

03What I did

I filmed the build-up instead of waiting for the finished room.

Behind the scenes, edited in the app, trending audio, captions in MAD's voice. Twice a week, for the whole internship.

Best TikTokMatching Seats · April 2025

TikTok: a transparent chair hanging from the ceiling at MAD

10.4K: views
449: likes
43: saves
46: shares

The hook leaves something unanswered on purpose. The answer is in the building.

Same exhibition, written twice.

TikTok gets the surprise first and the practical info right after. Facebook gets the story of the Monobloc, the chair everyone has sat on without ever thinking about it.

TikTok caption for Matching Seats — **TikTok**Short, surprising, made for discovery.

Facebook caption about the Monobloc chair — **Facebook**A story people actually read to the end.

Bilingual, every two weeks.

Newsletter copy in Mailchimp, in Dutch and French: exhibitions, interviews, events, and MAD's presence at Milan Design Week.

I built the exhibition page for Come As You Are.

Set up in Wix Studio, in MAD's house style: artwork context, designer information, Dutch–French translations, updated before and during the exhibition.

The Come As You Are exhibition page with three looks

Press, online.

Next to the press attaché, I helped with the online follow-up: journalist contacts, welcoming press, getting coverage online. MAD made the cover of Le Vif Weekend in May 2025.

Le Vif Weekend cover, Complètement MAD — **Le Vif Weekend, 22 May 2025**MAD's cover. I helped get coverage like this online.

Whiteboard from a strategy session on MAD's audiences — **Strategy session, June 2025**Who should MAD Parcours reach, and why do people visit at all? Those sessions shaped my TikTok ideas.

04The outcome

101Kviews on my best Reel

10.4Kviews on my best TikTok

2×/weekposting, start to finish

My captions and newsletter texts generally went out without major changes.

What Lore Detremmerie, my mentor at MAD, noticed

My work on social, content and short-form video stood out compared to previous interns.
Everything I delivered was high quality, whether it was a Reel, a TikTok or copy.
I had MAD's tone of voice from the first moment, where previous interns tended to struggle with it.
A briefing was enough: I understood it straight away, and the work delivered.
It was noticed by the communication team, and by the director too.

Paraphrased from her feedback to me and my school.

I pick up a brand voice fast, and I know why a post works on TikTok and falls flat on Facebook.

Asmara Living

Asmara Living · Social media & content · 2026

800 1K

Instagram followers in a few days. The buyers did most of the talking.

Render of the Asmara Living villas in Aburi, Ghana

Role

Social media, content direction, event communication

When

2026, about a month

With

The founder, and Rufta Seyoum on the ground

Channels

Instagram, events, proposals

01The situation

Diaspora buyers were asked to spend €78k to €235k on a villa they had only seen in renders. The interest was there. The trust wasn't.

02What I noticed

a
Trust was the real product.
Prospects are scared of scams and want to see someone like them who already took the step. A lot of real estate marketing leans on AI visuals and generated video these days. The people deciding on a villa are real, so I pushed for real buyers on camera.
b
The brand was renting attention.
A podcast appearance brought 40 to 50 people to an event. Later that month, the next one drew 23. Every spike faded, and every effort started from zero.

03What I did

I let buyers and attendees tell the story.

I ran the account for about a month and directed a testimonial Reel series, partly filmed myself, with hooks written to stop the scroll.

“From 60% sure to now a buyer.”I wrote the hook. He told the story.

Testimonial Reel series with view counts — **The series**Best Reel 13.3K views. The rest between 3.4K and 5.9K.

I designed the event flyer.

Invest Beyond Borders, Amsterdam, 29 March 2026. The people in that room later became the faces of the Reels.

Invest Beyond Borders flyer, Amsterdam, 29 March 2026

I wrote down how to stop renting attention.

With Rufta Seyoum, I wrote two proposals for the founder and led the communication, content and strategy parts. The 90-day strategy starts with an honest audit, then builds a system the brand owns.

From “we chase buyers” to “buyers find us.”

Strategy page: What's not working — **The audit**972 followers, 0 email subscribers, 40–50 people down to 23.

Strategy page: The solution — **The shift**Owned attention instead of rented attention.

04The outcome

800 1KInstagram followers, in a few days

13.3Kviews on the best Reel

40–50people at the Amsterdam event

Both proposals made a strong impression on the founder
The 90-day strategy also landed well at PowerCare Group
I helped move a prospective investor closer to investing

Trust doesn't come from a render. It comes from someone on camera saying “I did it.”

PowerCare

PowerCare · Marketing & communications · 2026

“Never run out of power again.”

PowerCare's best line was already on its flyer. My advice to the CEO: build everything around it.

Cover of the PowerCare Strategy Review I wrote for the CEO — The strategy review I wrote for the CEO.

Role

Marketing & communications, project-based

When

Spring 2026

For

The CEO, the sales team and the designer

Delivered

Strategy feedback, a pitch guide, launch content direction

01The situation

A young energy company with a smart app, an ambitious roadmap, and a few clients, all through word of mouth.

02What I noticed

a
Two stories.
The company profile called PowerCare “the operating system for infrastructure”. The flyer said “Never run out of power again.” Confused people don't buy.
b
Ads before an app.
A billboard that sends people to an app they can't download yet is a lead you pay for and then lose.
c
Four audiences at once.
The plan spoke to homeowners, SME owners, landlords and young tech fans at the same time. I suggested starting with households in Accra.
d
One copy-paste.
Two audience descriptions in the roadmap were word for word the same. Small, but details are the job.

03What I did

Five observations for the CEO, and a simpler order.

One clear message
Finished branding
App launch
Small targeted ads
Measure and adjust

Strategy Review page with observations 1 and 2

A pitch the whole team can give.

An internal guide that turns carbon credits into one sentence: pay your electricity bill through us, earn a second income from it. It says who to target, what clients will ask, and where every conversation should end: a site assessment.

Pitch guide page: the pitch and the numbers clients care about

Four launch posts, starting from a frustration.

Copy and design direction for Instagram and Facebook, written as a brief for PowerCare's designer.

01 · ProblemYour electricity bill is trying to tell you something.But you can't see it yet.

02 · ControlElectricity you can finally control.See your usage.

03 · CuriosityWhat in your house uses the most power?You may be surprised.

04 · LiveWatch your electricity live.No guessing.

You buy units. They disappear. You blame ECG. But what's actually using the power?

New Horizons.

Through PowerCare I attended New Horizons, a Dubai–Ghana business event organised by the Dubai Chamber of Commerce in Accra.

The main session at New Horizons in Accra

04The outcome

5observations for the CEO

3documents delivered

4launch posts, copy and design direction

I can walk into a technical company and find the sentence that was already working.

The Spirit of a Nation

1 / 13

The Spirit of a Nation · Short film · 2026

Production
Assistant

A short film by Prince Gyapong, presented by The Ghanaian Joy, about Ghana's road to the 2026 World Cup. I was one of the production assistants on set, from the markets to the stadium. The vision was Prince's. My job was to help make it happen.

Watch the film on Instagram

194Kviews on Instagram

16 Junereleased during the World Cup

PAofficially credited

Behind the scenes

Fashion shoot at the market during production

On the pitch at the stadium during production

Segen on set at the stadium — Me, on set at the stadium.

Credit & recognition

Film credits listing @segen.goitom among the production assistants — **Credited**Listed under Prod. Assistants in the film credits.

Announcement: The Ghanaian Joy recognised by the Ghana Tourism Development Company — **Recognition for The Ghanaian Joy**On 2 October 2026, the Ghana Tourism Development Company recognised The Ghanaian Joy, founded by filmmaker Prince Gyapong, with a Certificate of National Tourism Recognition for Creative Excellence. The recognition belongs to the project and its creator.

Stills: The Spirit of a Nation, The Ghanaian Joy. Background of this site: a still from the same film.

Brands are run by people and bought by people. I make sure the content remembers that.

Why is there a whole chair hanging from the ceiling?

Buyers don't trust renders. They trust people like them.

On set for Ghana's road to the World Cup.

Experience

Pick a reply, and your email opens with the subject ready.

01The situation

02What I noticed

03What I did

I filmed the build-up instead of waiting for the finished room.

Same exhibition, written twice.

Bilingual, every two weeks.

I built the exhibition page for Come As You Are.

Press, online.

04The outcome

01The situation

02What I noticed

03What I did

I let buyers and attendees tell the story.

I designed the event flyer.

I wrote down how to stop renting attention.

04The outcome

01The situation

02What I noticed

03What I did

Five observations for the CEO, and a simpler order.

A pitch the whole team can give.

Four launch posts, starting from a frustration.

New Horizons.

04The outcome

2026	Asmara Living	Social media & content
2026	PowerCare	Marketing & communications
2026	The Spirit of a Nation	Production assistant
2025	MAD Brussels	Communication intern
2020–23	Knits & Treats · A Natural Connection · FMDO	Communication & marketing internships