Tangerine Lane
Industry
Architecture & Construction
Services Provided
Social Media
Sales & Marketing
Description
Urban Ants: Visionary architects reshaping cityscapes with creativity and innovation. Seamlessly blending functionality, aesthetics, and sustainability, their team crafts cutting-edge skyscrapers and eco-friendly residential developments. Inspired by the industrious nature of ants, they build environments that stand the test of time, redefining modern urban living.
Task
Public awareness and lead generation to boost annual revenueÂ
Constrains
- Geographical target audience was very diverseÂ
- Conveying arch knowledge and POV to the publicÂ
Solution
1. Employed advanced occupational and terrain-based filtering techniques.
2. Strategically segmented the target audience into multiple funnels for precision.
3. Utilized Cross-Promotion to expand reach through collaborative marketing efforts.
4. Leveraged Content Marketing to create compelling and relevant materials for diverse segments.
5. Implemented Hashtag Campaigns to enhance visibility and engagement.
6. Tailored approach ensured a more personalized connection with specific demographics.
7. Optimization through filtering maximized the impact of marketing strategies.
8. Resulted in a more effective outreach, resonating with the diverse interests and preferences within the target audience
Results
The numbers speak.
One month. One city. One brand built from the ground up — from zero to a recognised name across Trivandrum’s fashion community.
Social media followers
0
K+
Increase in enquiries
0
%
Increase in annual revenue
0
%
Average views in social media
0
k+
Social media followers
0
K+
Increase in enquiries
0
%
Increase in annual revenue
0
%
Average views in social media
0
k+
Marketing strategy
Speaking to two worlds.
BUF — Being Yourself Fashion
For the consumer audience aged 16–50, we built the #BUF movement — an emotionally driven, identity-forward campaign that positioned Tangerine Lane not just as a store, but as a statement. Content was shareable, relatable, and rooted in self-expression. The hook was individuality; the platform was Instagram Reels.
Fashion Collective — Brand Ecosystem
For homegrown D2C apparel and cosmetics brands across India, we built #FashionCollective — positioning Tangerine Lane as a prestigious brand incubator. This B2B narrative offered partner brands shelf presence, shared marketing resources, and community visibility under the #Together and #ONE umbrella.
Campaign Timeline
Three phases. One launch.
01
Curiosity & Tease
No branding. Pure intrigue. A statement reel launched with zero context — just #BUF and a strong visual hook — to spark conversation and build search interest before the brand was revealed. Micro-influencers given early access.
Feb 20 → Feb 26
01
Curiosity & Tease
No branding. Pure intrigue. A statement reel launched with zero context — just #BUF and a strong visual hook — to spark conversation and build search interest before the brand was revealed. Micro-influencers given early access.
Feb 20 → Feb 26
01
Curiosity & Tease
No branding. Pure intrigue. A statement reel launched with zero context — just #BUF and a strong visual hook — to spark conversation and build search interest before the brand was revealed. Micro-influencers given early access.
Feb 20 → Feb 26
Performance Analytics
Speaking to two worlds.
Follower Acquisition
Growth over 30 days
Follower Acquisition
Growth over 30 days
Follower Acquisition
Growth over 30 days
Organic
Paid (Meta Ads)
Content Production
9 Reels. 30 Days.
Every reel was produced as part of a deliberate narrative arc — from anonymous mystery content to full brand launch energy. Each generated a minimum of 30,000 views and 1 lakh impressions.
The Outcome
Trivandrum woke up knowing the name
Tangerine Lane and showed up on
launch day to prove it.
In 30 days, we took a brand from zero to a recognisable name across Trivandrum’s fashion community. 1,200+ followers, 9 reels, a city-wide offline presence, and a launch day that validated every creative decision made along the way.
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