How I joined HomeLane to oversee internal creatives and lead the biggest external project of the year.
Company: Tech-based interior design brand.
Founded: 2014
City: Bengaluru, India
My Role: Creative head
Stepping into HomeLane's realm in August 2022, I was greeted with a challenge: "Our creatives lack punch. They lack consistency, and frankly, our creative team needs a makeover!"
My Goals:
⭕ Understand HomeLane and create templates for consistent visuals and messages.
⭕ Make all the creatives look better.
⭕ Build a team that can quickly make these designs happen every day.
Here's what I've achieved:
✅ Brand on Point: We've nailed down a consistent brand look and feel, making us instantly recognizable wherever you spot us.
✅ Designs that Pop: Our visuals? They're popping like never before. We've amped up the style factor to grab attention and keep it.
✅ Speedy Success: With our streamlined process, we're smashing deadlines left and right.
Before
After
Diary design with MSD
Other Collaterals
And more...
In January 2023, we shook things up by bringing performance marketing creatives in-house, and yours truly stepped up as the Head of Social. Alongside, I've got my hands full crafting the digital ad magic at HomeLane.
My Mission
⭕ Pump up those performance creatives.
⭕ To give our social game a serious upgrade.
⭕ Double the engagement by Q4 JMF '23.
Digital Ads Before
Experimenting with statics
✅ More photoshop, less boxes
✅ Use of AI to create images
✅ Concept driven
Re-inventing the template
✅ Image first
✅ Introducing white logo on image
✅ Single focus message
✅ Better interior render initiative
After
With 120% improvement in CTRs
The social page's got a revamp from looking like
This
To this!
✅ Engagement on social went from 96K in OND'22
to 240K in JFM'23
and 479K in AMJ'23!
Number of followers
in January'22
142K
Number of followers
in January'23
176K
Worked on a number on topical videos
Managed social media & agency
✅ Handled social media campaigns for a variety of special occasions, creating engaging videos to boost brand presence. Kept track of how these campaigns did and used that knowledge to improve future ones.
Analyse
New Initiatives for Growth
By June' 23, HomeLane launched 3 new initiatives. HomeLane Luxe, Cubico & WarpZap.
✅ Logo Design
✅ Branding
✅ Website Landing page
✅ Launch creatives
New Brand
Launches!
My team and I created the brand identity and worked along side our tech team to build these websites followed my a series of launch posts, brand documents and other creative requirements to support activities for growing the business.
We also started working on the brand film and campaign with MS Dhoni. I was appointed as the lead on this project.
My objective:
⭕ Manage the project start to end.
Why the campaign?
⭕ Cut out of the Clutter of organised interiors brands.
⭕ Scale lead acquisition and conversions.
⭕ Own and be recognized for our “Hassle Free- Interiors Made Easy “ positioning.
⭕ Leverage MS Dhoni in a manner that sticks with customers.
My responsibilities:
-
Created the brief for the project with objectives, company information, expectations and references for the project.
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Reached out to multiple freelance copywriters and larger agencies for the project.
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Coordinated start to end of the project with the selected agency “Talented - Bengaluru”
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Was responsible for all legal agreements and payments for this project (1.7CR approx)
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Coordinated with our talent management agency “Dartist” for all requirements and approvals for MS Dhoni.
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Executed the shoot and delivered edits with media team requirements (2 brand films and their down edits with a Tamil version)
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Static KV’s and Limbo shots of MS Dhoni for the year’s requirements from the brand.
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Create an amplification plan for city launch (Bengaluru pilot done, Kolkata WIP)
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Coordinated with department leads on getting Ads run, on-ground activity, social team and retail team for the campaign.
Visibility
Paid Media Campaign
*For Bangalore only. Kolkata and Social Amplification if under works.
Results
✅ The films have great CTRs
✅ Brand consultants like Glassbox have reached out to us, to grow the brand further after seeing the films.
✅ The management has decided to spend more money on scaling the campaign.