"Don’t use social media to impress people; use it to impact people.”
- Dave Willis, Author & Speaker
Social Media Management & Analysis
Timeline: January 2025 - April 2025
Company: TMRW - House of Brands (ABFRL)
Role: Social Media Management
Project Introduction
Objective:
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Independently managed VEIRDO’s instagram page, maintaining a consistent posting and engagement schedule.
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Conceptualize and execute monthly content themes aligned with brand tonality, seasonality, and cultural moments.
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Establish a stronger emotional and visual connection with VEIRDO’s target audience by blending fashion, identity and storytelling.
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Position VEIRDO as the go-to streetwear brand for rule-breakers and culture-shapers.
Key Deliverables:
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Daily Posting & Engagement – Handling content scheduling, publishing, and actively engaging with the audience to build a strong brand community.
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Content Calendar Creation – Strategize and plan monthly social media content to ensure brand consistency and timely execution.
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Ideation & Conceptualization – Developing creative content themes, campaigns, and storytelling strategies that align with Veirdo’s bold and quirky identity.
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Performance Analysis – Monitoring content performance, analyzing key metrics, and optimizing strategies based on insights for better reach and engagement.
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Reel Shooting & Execution – Overseeing reel production, from shoot planning to execution, ensuring high-quality, engaging video content.
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Influencer Collaborations – Identifying, reaching out to, and managing partnerships with influencers to amplify brand visibility and engagement.
Pre- Requisites:
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Deep understanding of VEIRDO’s brand language i.e. quirky, bold, rebellious, and relatable.
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Awareness of cultural moments and how to creatively localize campaigns
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Visual and narrative sensibility to blend fashion with emotion.
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Familiarity with short-form content creation, Instagram trends, and editing tools.
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Research into Gen Z behavior and street culture.
Methodology & Approach
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Built monthly content themes based on internal discussions and product drops.
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Crafted concepts that paired product storytelling with pop culture references, humor or emotion
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Directed shoots, styled products, and created content internally with minimal resources.
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Planned and scheduled content while monitoring performance for optimization.
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Ensured consistent visual language and narrative tone across all touchpoints.
Challenges Faced & Overcome
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Challenge: Introducing fresh monthly themes without straying from core brand identity
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Solution: Mapped every concept back to VEIRDO’s ethos of self-expression and streetwer culture.
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Challenge: Managing multiple responsibilities end-to end.
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Solution: Built a structured calendar, maintained visual guidelines, and streamlined processes.
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Challenge: Trending reels often didn’t align with VEIRDO’s quirky, brotherhood driven tone.
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Solution: Adapted trends to suit the brand by adding product focus, humor or twist in storytelling- keeping content viral yet authentic.
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Challenge: Company policy doesn’t allow showing employee faces, limiting trend participation.
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Solution: Tweaked trends using voiceovers, props, and POV- Style videos to stay compliant while still engaging the audience.
Recommedations
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Launch In-House short-form content - Use basic phone set-ups to create low cost, high impact reels. Raw, real, and relatable reel content.
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​Experiment with street-style Vox pops - Capture real people’s style takes e.g. “What’s your go-to fit for a date?” Boosts engagement and brings personality to the page.
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Go Behind the Scenes (BTS) - Share the design to production journey- from brainstorming, mood boards, sample trials, to shoot prep and final edits. Gen Z connects more with the process than the polish (transparency = trust)
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Turn the Team into Creators - Leverage internal team me=members as models and voiceover artists to create authentic and relatable content. A cost-effective and time-efficient solution that reduces dependency on external talent while strengthening internal brand ownership.
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Launch a “VEIRDO Broadcast Channel” on Instagram - Share exclusive BTS, campaign sneak peeks, and early product drops. Build a VIP inner circle with polls, updates, mood boards and direct interaction. Boosts brand loyalty and gives a sense of community + FOMO to join
Tangible Growth in Community & Reach
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In 4 months (Jan-Apr), VEIRDO’s Instagram following grew from 74.2K to 85.5K, an increase of 11.3K followers, reflecting consistent content output, campaign resonance and improved page retainment.
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Campaigns like Twin Flame and The Trip That Made Out of the Group Chat, along with fresh in-house reels contributed to a noticeable uplift in page visits and saves, especially on high-emotion and visually immersive posts.
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The shift from solely graphic/ static posts to video-first, fast-paced reels has resulted in a significant increase in views, with top reels crossing 70K- 100K views.
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Theme based campaigns built brand narratives rather than just product showcases. This helped differentiate VEIRDO in the cluttered men’s fashion space and strengthened recall through story-first content.
Sub-Project 1: Social Media Monthly Campaign
(February-March-April)
Objective
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Redefine modern relationships through the lens of Gen Z- highlighting bonds beyond romance such as friendship, chosen family and self-love.
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Celebrate rare, unlabeled connections- “Twin Flames” that exist between best friends, soul siblings or even between individual and their sense of style.
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Use fashion as a medium for self-expression, showcasing how streetwear can reflect deep emotional connections.
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Tap into Gen Z’s value system(authenticity, emotional depth, fluid identity and belonging)
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Spark emotional engagement through story-driven styling, visuals and copy that feel both raw and aspirational.
Deliverables​
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Static Content - 20 , Short Form Video Content (Reel) - 12
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Contributed in the conceptualization of Twin Flame campaign- ideating on theme, tone and visual storytelling.
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Rolled out teasers + launch content across reels, stories and grid to build hype and narrative continuity.
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Wrote emotion-driven captions tailored to Gen Z, layering nostalgia, relatability and campaign storytelling
Result
VEIRDO Feed
VEIRDO Reels
Learnings from the Twin Flame Campaign
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Efficient Planning through Google Sheets
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Using a shared Google Sheet helped streamline campaign planning, timelines and approvals. It improved cross-team coordination, kept creative and design teams aligned and reduced last- minute execution delays.
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Narrative-Led Content Performs Better
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The posts that followed a clear arc, highlighting connection, twinning and nostalgia, deeply resonated with Gen Z, resulting in better performance in terms of engagement and shares.
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Visual Contrast Drives Attention
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Including a female model not only broke convention but added depth to the visual narrative, making content more scroll-stopping and share worthy.
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Static+ Reel Mix Works Best
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A healthy blend of static posts, carousel and reels helped maintain momentum across the week, capturing different types of engagement and audience attention.
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Flexibility in Execution is Key: A well mapped plan left room for quick adjustments, whether post timing, creative tweaks or changing captions without disrupting the overall flow.
Sub-Project 1: Social Media Monthly Campaign
(February-March-April)
Objective
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This campaign was rooted in a universally relatable Gen Z experience: “The endless group chat trip plans that never see the light of day”
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We flipped this cultural insight into a creative opportunity by imagining “What if one of those trips actually happened?” turning the fantasy into a visual reality. By using this social truth as a storytelling hook, the campaign immediately felt familiar, funny and aspirational to our audience.
Deliverables​
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Helped define the theme and mood board direction for the campaign: The Trip That Made Out of the Group Chat.
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Assisted in curating 10+ AI- generated images that aligned with VEIRDO’s brand language and visual storytelling.
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Planned post formats and sequences for the campaign rollout using the generated content, optimizing for visual variety and storytelling.
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Storytelling-Driven Captioning
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Drafted engaging copy across formats (Reels, Carousels, Statics) to ensure brand consistency while adding a unique campaign voice.
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Content Calendar Management
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Maintained and updated monthly content calendars for smoother rollouts, theme alignment, and timely approval.
Result
VEIRDO Feed
VEIRDO Reels
Learnings from the Campaign
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AI-Generated Visuals Can Speed Up Execution - Using AI-generated images helped us cut-down on shoot time, location scouting, and production costs, while still delivering visually appealing, high quality content that matched the campaign’s theme.
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Gen Z Relates to Real-Life Truths - The campaign stood out because it was rooted in a universal Gen Z insight, ‘the never-happening group trip. Content that taps into such emotional truths can build immediate relatability and boost shareability.
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Visual Storytelling > Product Push - The AI-generated visuals weren’t just about showcasing outfits, they told a story. This approach proved more effective in driving engagement than traditional catalogue-style posts, especially on Instagram Reels,
Sub-Project 1: Social Media Monthly Campaign
(February-March-April)
Objective
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Conceptualize a visual and content direction that captures the essence of a fun-yet-lazy summer mood, reflecting Gen Z’s love for chill, effortless fashion.
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Establish a visual shift in VEIRDO’s feed that feels fresh, vibrant, and seasonally relevant.
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Drive seasonal product visibility across categories (top-wear, bottom-wear) through summer-focused styling.
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Create high tempo reels with fast ramping to align with trending formats and increase engagement.
Deliverables​
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Mood boarding & Conceptualization: Theme development, color palette curation and shot direction to reflect summer vibrancy with a carefree tone.
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Content Calendar Planning: Mapping out Reels, static carousels, stories and brand focused formats for consistent rollout of content.
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Reel Storyboarding: Ideating short-form video content with rapid transitions, upbeat music and playful storytelling to enhance summer moods.
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Caption Copywriting: Witty, breezy captions layered with relatability and summer nostalgia to boost Gen Z interaction.
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Product Focus: Highlight oversized tees, polos and light cargos in relaxed fits through styled content
Mood Board & References
Click thislink to check out the 1st post from this campaign
Sub-Project 2: Influencer Marketing- Strategy & Execution
Objective
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In the men’s streetwear space, peer-led discovery and relatable styling are key to converting audiences. Influencer marketing helps bridge the gap between brand intent and real world interaction, showcasing how our products look, feel and vibe in different personalities and contexts.
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This approach works especially well for VEIRDO’s Gen Z target audience, who are more likely to trust creator-driven content over traditional ads.
Deliverables​
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Monthly Influencer Scouting - Every month , I scouted and shortlisted 5 influencers who aligned with VEIRDO’s tone, quirky, confident and expressive. I focused on creators with authentic engagement, a sense of style that feel organic, reach within youth and college going audiences.
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Creative Direction & Briefing - Each creator was provided with a customized concept and mood board, featuring reference shots, tone suggestions and key product highlights. This ensured visual consistency across influencer content.
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Product Seeding & Shoot Coordination - I handled product dispatches, confirmed timelines and ensured deliverables were in sync with our calendar. This helped maintain campaign continuity and reduce follow-ups.
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Real-Time Collaboration - I stayed in touch with each influencer for content reviews, last minute tweaks and post approval uploads I also tracked post performance and shared feedback for future collaborations.
Influencers Onboarded for VEIRDO
Sub-Project 3: Vox pop Content & in-house content
Objective
Initiating the Vox-pop Format for VEIRDO
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To bring a more interactive and engaging layer to VEIRDO's content strategy, I initiated Vox-pop style videos-on-ground content featuring real people, real reactions, and authenticstreet energy.
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These videos allow us to:
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Gather raw Gen Z perspectives on fashion, dating, pop culture, etc.
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Make our brand feel fun, approachable, and plugged into youth culture
Each Vox-pop shoot is planned with a clear theme, light scripting, and product placement, keeping the tone spontaneous and playful.
In-House Reel Content (across brands- VEIRDO, Nobero, Urbano)
To keep reels relevant and high-performing, I make it a point to track social media trends daily-from audio formats and transitions to viral concepts and memes.
Here's how I approach it:
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Trend Forecasting: Monitor Instagram for sounds, formats, or punchlines that are peaking
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Quick Ideation: Translate the trend into something that fits VEIRDO's tone-quirky, bro-culture, casual-cool
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Execution: Plan shoot concepts quickly (often using in-house team) and post while the trend is still hot This agile way of working has helped us stay topical, increase shares and saves, and stay ahead of competitors who might still be catching up on trends.
VEIRDO In-House Reels
In-House Reels for other brands (URBANO & Nobero)
SKILLS: Content Calendar Planning, Understanding of Social Media platforms, Copywriting, Strategic Writing, Campaign Ideation, Short-form Video Content Creation