Brand

Creative strategy for shumee toys

Brand, Social media

shumee is a sustainable toy brand that aims to bring back the joy of play through simple, colourful wooden toys that nudge children’s creativity. They help children develop age-appropriate skills subconsciously during play, without thrusting the mandate of learning on them.

I’ve been a creative consultant for shumee since August 2018, mentoring the amazingly talented in-house team (a trio of writer, designer & social media manager.) Together, we create play ideas for moms in many fun formats, send out a popular weekly newsletter (30K loyal readers, 35% open rate and 0.15% unsubscribes), share resources on our blog, and during the pandemic, ran a parenting podcast.

Here’s one of my favourite campaigns from the many we’ve done.

shumee’s audience is almost entirely composed of parents, particularly moms. The focus for the brand is to have conversations around parenting and play that are relatable and meaningful to them. #Momspeak was a social media feature we created to give a light spin on parenting young children, particularly toddlers and pre-schoolers.

The series was well-received on social media, with many readers coining their own #Momspeak words including Mombie and Momogram!

#HaftaChallenge 2018 by Give India

Brand, Social media

As a communications consultant, I helped the team at Give India conceptualize and roll out the Hafta Challenge in October 2018. It involved getting people to sign up for a 7-Day Giving Challenge during Daan Utsav, India’s largest giving event.

Every day, a new challenge would be unveiled; these ranged from surprising a food delivery boy with a treat to leaving a book for a stranger. Participants had to take up the challenge and share their experience with us using #HaftaChallenge.

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Social Media Response:

The campaign was well-received with 800+ sign-ups and participants sharing later that the week-long giving exercise was a ‘life-changing experience’ and ‘an unparalleled feeling’.

Drift: Tiny bedtime tales

Brand, Print

Urban Ladder wanted to draw attention to one of its categories: beds and mattresses, without investing in a mass media campaign. So we created Drift, a collection of the tiny bedtime stories and sent them out to potential customers. The message was that Urban Ladder’s beds and mattresses are so comfy, their chances of getting through a long bedtime story are next to nil! I was a co-writer of this book.

Within days of the book being shipped, social media influencers and customers started talking about it, prompting others to request copies – proof that when content is really interesting, people will also ask you to advertise to them. Drift was an Inbook and Blue Elephant Winner at Kyoorius Creative Awards 2017 and was featured on Ads Of The World.

 

Drift Book View

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Social media response:

 

The Urban Ladder Magazine

Brand, Print

With its move into offline retail in 2017, Urban Ladder wanted to create print collateral to reach out to a new set of audiences. As the founding editor, I conceptualized the Urban Ladder magazine, curated content, and wrote quite a bit of the copy.

My vision was to create a magazine that was a visual treat and a pleasure to read, but also fulfilled two purposes:

  • Showcase Urban Ladder’s latest and bestselling products and directly drive store walk-ins and website visits
  • Establish Urban Ladder as the go-to brand in the home and interiors space by sharing ideas and inspiration

The magazine was distributed at Urban Ladder’s retail stores, as an add-on with popular magazines such as Femina, and sent to existing customers. It proved immediately effective, delivering 2x the expected revenues within the first quarter.

What was personally flattering was that my work on this magazine got me a job offer from a leading e-tailer. They loved the magazine (which they got when they bought some UL furniture), spotted my name on the editorial, looked me up, and reached out!

Catch glimpses of the magazine below or read it in full here: UL Magazine.