I used AI only to help refine the wording and presentation of this submission. The ideas, strategies, and execution are based on my own experience of working in digital marketing and handling clients over the past few years. I genuinely invested my time and thought into these tasks, and they reflect how I approach real client projects.
A response to all three tasks — building desire for a luxury hospitality brand, growing consideration for Cuppa among working women, and setting the content vision for DLF Emporio.
The client checklist, the onboarding plan, and the team I'd build to protect the brand.
Building consideration for an online lingerie brand across 24 months, digital only.
A 6-month content vision, strategic pillars, and the tone and rules for the team.
The brief: we've won the digital mandate for a luxury hospitality brand. What ten things would I put on a client checklist, what's my onboarding plan and team structure, and how would I kickstart the relationship?
Ten things I'd need before touching anything.
Not a wishlist — the information I can't do good work without. Each has a reason attached, because in luxury, consistency and restraint matter more than noise.
Their story and what drives them, plus logos, fonts, colours, how they like their photos to look, and the way they talk to guests. In luxury, consistency is everything — I'd rather follow their style than impose mine.
More direct bookings, a new opening, promoting the spa or restaurant, or filling quiet seasons? I need to know what they actually want, not just "grow social."
The kind of person who actually stays here and where they travel from. Luxury audiences are small, so I want demographics, traveller personas, geographies, spending behaviour and customer insights.
The hotels they compare themselves to, plus brands they love outside hotels. This shows me the look and standard they're aiming for.
Why a guest should choose them — a signature suite, fine-dining, a destination spa, a private beach — plus the full list of room types, outlets, and experiences.
What they can spend on paid promotion and content production. It shapes what's realistic to promise.
Their calendar of events, peak and off-season, offers, festivals, weddings, and upcoming launches — so I can plan campaigns ahead instead of reacting late.
Anything we should never post, prices they don't want shown publicly, and guest-privacy rules. VIP guests value discretion, so I need the boundaries upfront.
How a guest actually books — website, WhatsApp, direct line — so every post points to the right place and we can track what social brings in.
What photos and videos they already have, how good it is, and what we're allowed to use. In luxury the visuals carry everything, so I need to know what I'm starting with.
Understand the brand properly before any posting begins.
The first stage is all about learning. Here's how I'd spend it.
Align with the client on goals, expectations, and how we'll work together — and collect everything on the checklist.
Live with their story, guidelines and visuals, and ideally experience the property first-hand. You can't market a place you haven't felt.
Review their current channels, their competitors, and what's worked — or hasn't — for them before.
Get admin rights to all accounts, plus tracking and tools in place, so I can take over properly from day one.
Wrap up with a short document: what's working, what's missing, and the biggest opportunities I can see.
Lean and hands-on.
Luxury is a detail business, so I'd keep the team close enough to the work to protect the brand at every step.
The main point of contact. Owns the strategy and the client relationship.
Runs posting, the calendar, and replies to comments and messages.
Captures the high-quality visuals luxury needs. We can't fake this with stock — a key role.
Creates on-brand posts, stories, and campaign designs.
Runs the paid promotions and reports on results.
Writes captions and campaign lines in the brand's voice (can be shared across projects).
The brief: Cuppa is an online-only lingerie retailer. Build consideration among working women aged 30–40 over 24 months, with no offline spend, using social and digital alone.
We don't win her by shouting "buy lingerie." We win her by making her feel understood.
Over 24 months, the aim is to make Cuppa one of the first brands a working woman thinks of when she buys lingerie online.
A working woman in her thirties — busy, financially independent, shops online without a second thought. She buys lingerie for herself now, for comfort and a fit that works. She researches first and trusts real people over ads. For her, trust beats price every time.
Most lingerie marketing sells how a woman looks to someone else. We talk about how she feels — through a long day, in her own skin. We sell the feeling, and let the product follow.
Cuppa stops being an occasional fashion buy and becomes an everyday essential that quietly makes her feel put-together. Built on trust and honesty, not discounts — which is exactly what this audience responds to.
Built as four stages, because you can't ask someone to choose you before they know and trust you.
Establish the look, voice and "Confidence Starts Within" idea on Instagram & Facebook, leaning on Reels and useful carousels. Push the founder's story early; back it with awareness ads on Meta, YouTube and Google.
Partner with relatable micro-influencers — working women, mums, entrepreneurs — not celebrities. Anchor it with a creator series, "Real Women, Real Stories," plus testimonials, reviews, UGC and expert fit advice.
Launch the Cuppa Confidence Club — styling help, early access and honest wellness conversations. Add monthly Instagram Lives with experts, plus referrals so members grow the community themselves.
Retarget everyone who's engaged, and build campaigns around her real moments — Women's Day, festive, wedding season, travel, corporate gifting. Put budget behind the creators who truly move people.
No single platform carries this. Each has a clear job so nothing overlaps or gets wasted.
| Channel | What it's for |
|---|---|
| The heart — storytelling, Reels, community | |
| Retargeting and the older end of the audience | |
| YouTube | Where she researches — fit guides and explainers |
| Discovery and inspiration | |
| Google Search | Catching her the moment she's looking |
| Meta Ads | Awareness through to remarketing |
| The direct line — nurturing and retention | |
| SEO / Blog | Organic discovery and long-term trust |
Everything we post over two years ladders up to one of five themes.
Fit, fabric, care and smart shopping tips — the trust-builder.
Stories that celebrate confidence and individuality.
Real moments — work, travel, wellness and self-care.
Launches, craft, comfort and styling.
Real customers, reviews and the voices of women like her.
Since the goal is consideration, not sales, we measure the brand growing — not just the till ringing.
If branded search, direct traffic and returning visitors are climbing by month 24, we've done our job — Cuppa has moved from unknown to top-of-mind.
The brief: You've just taken over content leadership for DLF Emporio. The brand has strong aesthetics but inconsistent storytelling, and engagement has plateaued. Your task:
• Define the content vision for the brand over the next 6 months
• Identify 3–4 strategic content pillars and clearly articulate the role each pillar plays in brand building
• Define the tone of voice and guardrails you would set for the team
Turn DLF Emporio into India's most trusted voice in luxury — a destination with a real point of view, not just a building full of expensive shops.
The goal for these six months is to give Emporio a world of its own — one with taste, a clear personality, and content people enjoy following for its own sake, not only when they're planning to shop. Right now, people tend to notice a mall's posts only when they want to buy something. We want to change that — to make Emporio's stories, craft, and atmosphere interesting enough that people keep watching even on the days they're not buying anything. We'll post less, but make every piece count, and keep one clear story running through all of it. By month six, Emporio shouldn't feel like a place you shop — it should feel like a world you want to belong to.
Three main pillars, each with a clear job. A fourth — Culture & Moments — runs across all of them for festive and seasonal content.
Emporio as a place worth visiting — the space itself: the design, the lighting, the atmosphere, and the feeling you get walking in.
Our taste and the craft behind it — Emporio's pick of what's worth seeing this season, the craft behind it, and how to wear it. Not "here's a product," but "here's why it's special."
The people and the access — the stylists, personal shoppers, the makers, and the small perks of being part of the Emporio world.
Diwali, wedding season, festive gifting, and big fashion and art moments — the content that keeps Emporio current and busy. Why it matters: it keeps the brand in the conversation and brings people through the door.
Confident, calm, and premium.
The brand should sound like an expert who's sure of itself but never loud or salesy. Keep it warm and welcoming, but still high-end. Every word should feel considered — nothing loud, nothing cheap.
It cheapens the brand. We sell desire, not deals.
If it isn't beautiful and meaningful, it doesn't go up.
The feed should feel curated, not random.