Project Overview
OTT’s social presence was restructured to establish clarity, consistency, and a defined point of view.
A cohesive system brought product, storytelling, and platform behaviour into alignment, positioning the brand as modern, confident, and culturally relevant.
Scope
The work spanned both thinking and execution across Instagram.
It included shaping the content strategy and narrative, building clear content buckets, and creating repeatable formats, from styling and try-ons to detail-led pieces.
Tone of voice, captions, and visual consistency were defined to bring everything together, along with a platform-specific approach for posts, reels, and stories.
The system was continuously refined based on audience behaviour, with the intention of building something that could scale internally without losing clarity or direction.
Results
OTT saw a strong lift in visibility and discovery within a short span.
677K+ views, 635K+ accounts reached, with 82.6% coming from non-followers. The account also saw 22.7K profile visits and 1.7K external link clicks.
Stories contributed most to reach, posts drove engagement, and reels supported discovery with room to evolve into deeper formats.
Audience activity peaked between 6–9 AM and again around 9 PM. Paid campaigns performed efficiently, with top ads crossing 200K views on a ₹1,000 spend.
Overall, the brand became easier to discover, clearer in communication, and more consistent in how it engaged its audience.
