Roop's Couture
- Roop's Couture
- Brand & Social Lead
- 2023 to present
- London, UK
The brief
The strategy was to move the social presence from simply showcasing garments to creating a distinct point of view around Indian couture in the UK, speaking to a modern Asian diaspora through fashion, culture, personalities and the experience of discovering tradition away from home.
The insight
The focus shifted from simply showing the collection to creating desire around it. The opportunity was to make the craftsmanship feel as considered online as it was in person.
The work
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Showcasing Indian heritage through digital storytelling.
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Speaking to the UK-based Asian diaspora.
The result
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65% increase in reach and 62% rise in organic engagement in six months.
Instagram · Roop's Couture · 2023
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39.8K community
Instagram · Roop's Couture London · 2023 to present
What I owned
- Social strategy
- Content direction
- Community management
- Influencer strategy