Available for Projects
I make brands
Social media strategist with 5+ years, a PhD researcher in social media marketing, and a creator who's driven 100M+ organic views for 30+ brands worldwide.
+921% Follower Growth
◆
8.6M Views · Single Reel
◆
71M+ Organic Impressions
◆
14M+ Content Interactions
◆
111M Reel Views
◆
60M+ Organic Reach
◆
4.7M Views · Creator
◆
+921% Follower Growth
◆
8.6M Views · Single Reel
◆
71M+ Organic Impressions
◆
14M+ Content Interactions
◆
111M Reel Views
◆
60M+ Organic Reach
◆
4.7M Views · Creator
◆
About Me
The strategist behind your social growth
Hi, I'm Shubhi — a social media strategist who lives for crafting content that grabs attention and ignites conversations that strike the right chord.
With 5+ years in the industry, I've worked with startups, e-commerce brands, and established businesses. I'm currently pursuing a PhD in Social Media Marketing after my post-graduate degree — because I believe in understanding this craft at the deepest level.
I don't just post. I research, strategize, analyze, and optimize. Every piece of content has intent behind it.
14.8K followers · Multiple reels with millions of views
I know what works — from the marketer, creator, and audience side.
👁 8.6M
👁 4.7M
👁 2M
👁 1.2M
🎓
Education
PhD Candidate · PG in Social Media Marketing
Featured Work
Case Studies
Real strategies. Real numbers. Dive into the details.
yona
E-Commerce · Sustainable Furniture
Yona Furniture
From zero organic presence to millions in reach through strategic content overhaul.
View Full Case Study →
reathlete
Wellness · Recovery Devices
ReAthlete
Most engaging account in its space — outperforming competitors with 20x the following.
View Full Case Study →
Brands I've Worked With
Volowellbeing
WellnessFrido
ComfortiThinkFitness
Fitness+ 27 Others
Across IndustriesWork Under NDA
Many projects are covered by NDAs. Here are all the industries I've created content for:
Beauty & SkincareFitnessFood & HospitalityEco / SustainabilityInfant CareSports NutritionHealth & SupplementsPet CareSmart Home GadgetsFunctional Beverages
☆ THE LAB
I don't just make content.
I decode the brands that win.
The Lab is my open dossier of brands rewriting the rules of social. Five brands dissected: content pillars, post DNA, tone of voice, and the one thing nobody else is doing. Updated monthly.
Surreal
FLO Living
CatLadyBox
Naked Nutrition
nixit
Enter The Lab →
What I Do
Services & Skills
When you work with me, all of this is off your plate. From strategy to execution, content to community — I handle it end-to-end so you can focus on running your business while your social media drives results.
01
Social Media Strategy
Market research, competitor analysis, and custom strategy tailored to your goals.
02
Content Creation
Static designs, short-form video, viral reels — 1500+ pieces created.
03
Copywriting
Captions, hooks, and copy that convert scrollers into customers.
04
Community Management
Authentic engagement, witty replies, and brand voice people love.
05
Influencer Marketing
Identifying creators to amplify your brand's reach authentically.
06
Analytics & Reporting
Data-driven insights and monthly reporting to optimize performance.
Tools I Work With
Social Management
Hootsuite
Buffer
Sprout Social
Later
Content Creation
Canva
Adobe Photoshop
CapCut
Opus Clip
Analytics
Google Analytics
Meta Business Suite
Brandwatch
Planning
Notion
Google Workspace
Trello
My Process
This is not mindless posting.
Every post is the output of a deep, research-driven system.
The Strategy Stack
01
Market & Competitor Research
Analyzing niche, competitors, trends, audience behavior.
02
Strategy Mapping
Content pillars, cadence, platform priorities.
03
Trend Analysis
Tracking what works, adapting to ride trends.
04
Content Creation
Hooks, shooting, editing — every piece with intent.
05
Scheduling
Strategic timing based on audience data.
06
Community Management
DMs, comments — your brand's voice online.
07
Analytics & Optimization
Monthly reports, feeding back into strategy.
The Cycle Never Stops
Research → Create → Publish → Analyze.
Then do it all over again.
The Awareness Funnel
TOFUTop of Funnel
Awareness
Viral reels, trending content, shareables.
MOFUMiddle of Funnel
Consideration
Education, UGC, social proof.
BOFUBottom of Funnel
Conversion
CTAs, offers, stories selling.
What a Month With Me Looks Like
Week 1
Audit & research
Competitor deep-dive
Strategy document
Content calendar
Week 2
Content creation
Reel scripting
Caption writing
Design review
Hashtag research
Week 3
Scheduling
Community mgmt
Story strategy
Engagement sprints
Week 4
Analytics report
Performance review
Next month planning
Strategy pivot
Key Principles I Follow
01
Audience first, always
Every strategy starts with understanding who you're talking to.
02
Data over assumptions
Gut feeling starts it. Data-driven iteration gets results.
03
Authenticity scales
Brands that win talk with their audience, not at them.
04
Consistency beats virality
One viral post is luck. A consistent system is strategy.
Behind the Scenes
A glimpse into the process.
Content strategy mapping 📋
Client meeting 🎙️
Café + laptop = productivity ☕
Client Love
What my clients say
"
Shubhi has been really valuable to Yona. Deep knowledge for social media and organic Instagram. I would recommend her for any e-commerce business.
GC
Gilad Cohen
Co-Founder, Yona · Ex-Google
"
Her efforts directly contributed to an increase in followers, likes, shares and reach. Keen understanding of our target audiences.
DH
Dan Hutson
Head of Marketing, Priya Living
Video testimonial — Gilad Cohen, Co-Founder of Yona
"
Since you took over our social media, we've seen a real shift — not just in engagement, but in how social contributes to our brand's growth.
SA
Shahar Aziz
COO, ReAthlete
"
You always come up with creative ideas, communicate clearly, and handle everything seamlessly. We never have to worry about our social channels.
SA
Shahar Aziz
COO, ReAthlete
Credentials
Certifications & Education
Social Media Marketing
HubSpot Academy
Digital Marketing
HubSpot Academy
Social Media Marketing Professional
Meta
Social Marketing Certification
Hootsuite
Google Analytics Certification
Google
Digital Marketing & Strategy
AIMA
AIMA Convocation 🎓
Post-Graduate Degree
PhD Research 📚
PhD Study BTS
Always working ☕
Still not convinced?
Let's hop on a free 30-minute call and I'll show you exactly how I can grow your brand.
Let's Talk →
Case Study
Yona Furniture
How I took a newly launched eco-furniture brand from zero organic presence to 921% follower growth and 71M+ impressions through a complete social media overhaul.
@yona.furniture on Instagram →
The Brand
About Yona
Yona is a revolutionary e-commerce brand founded in Australia, now making waves in New Zealand and the United States. With a steadfast commitment to sustainability, their flagship product is the remarkable cardboard bed and furniture collection — surprisingly durable, the perfect blend of style, functionality, and eco-friendliness.
The GridLok™ engineering supports up to 7,040 lbs, making it stronger than most traditional bed frames — while being 100% recyclable and assembling in under 5 minutes with zero tools.
The Challenge
Problem Statement
With only 4 months since launch, Yona faced the daunting task of making their innovative cardboard products known. They struggled with a low follower count (765), inorganic and sales-oriented content, and a weak organic presence.
The biggest barrier? "Cardboard" reads cheap. Every potential customer's first reaction was skepticism. The task was to reframe the entire category while building an authentic community from scratch.
The Strategy
Four Foundational Decisions
Before writing a single caption, I made four decisions that shaped everything downstream — feed aesthetic, influencer briefs, TikTok hooks, all of it.
Decision 01
Reframe the Category
"Cardboard" reads cheap. So I never let us say "cardboard bed" alone. Every mention paired it with engineering proof (7,040 lbs / GridLok™) or aspirational descriptors. Material became a feature, not a confession.
My call: stop apologizing for the material. Lead with it.
Decision 02
Pick the Renter, Not the Homeowner
I aimed at the underserved 70%: renters, movers, students, post-breakup resetters. People for whom "lightweight" and "no tools" aren't compromises — they're the whole pitch.
My call: win the people IKEA loses to landfill.
Decision 03
Earn Skepticism, Don't Dodge It
"Will it actually hold me?" was the #1 question. So I built an entire content pillar around weight tests, group jumps, and durability proof — turning the most-asked objection into our most-watched content.
My call: the objection is the hook. Lean in.
Decision 04
UGC as the Engine
The product unboxes itself. A flat box becomes a bed in 5 minutes. That's a TikTok, not a script. I pivoted toward a creator-first, UGC-led feed where assembly satisfaction did the selling.
My call: the product makes the content. Get out of its way.
Content Architecture
The Content Pillars
Core idea at the center: "Show the impossible. Then prove it."
~25%
Strength & Proof
Weight tests & group jumpsEngineering breakdownsCustomer durability stories
~30%
The 5-Min Reveal
Flat-pack to finishedTime-lapse setupsUGC unboxingsNo-tools assembly reels
~25%
Aesthetic & Lifestyle
Bedroom styling shotsRenter-friendly toursColor-drop teasersReal-home UGC
~20%
Sustainability
99% recycled sourcingFounder voiceoversvs-landfill data pointsEnd-of-life recycle clips
Brand Voice
Tone of Voice I Built
The personality: friendly engineer, calm Scandi, slightly cheeky. Confident, plain-spoken, warm, anti-jargon. Here's how the brand handles the everyday queries:
y
@yona.furniture
Reply to a customer
QUERY
Does it really hold up? Cardboard sounds sketchy 🤨
Totally fair! It holds 300kg+ — we literally stand 4 people on it in our reels. Honeycomb engineering, not the pizza-box kind 🥺
y
@yona.furniture
Reply to a customer
QUERY
How long does assembly actually take? 👀
5 minutes, no tools. If it takes longer, the kettle's probably louder than the bed 😋
y
@yona.furniture
Reply to a customer
QUERY
What happens to it when I move out?
100% recyclable — flatten it, drop it in the recycling bin. No landfill guilt, no skip hire 🌱
y
@yona.furniture
Reply to a customer
QUERY
Will it survive a mattress + me + my partner + the dog? 🐕
All of the above. Add a cat. Add two cats. It's been stress-tested with way more chaos than that ✌
And how it handles the not-so-friendly ones — negative responses:
y
@yona.furniture
Reply to a customer
NEGATIVE
This is a scam. Cardboard furniture? Lol 😈
We get it — it does sound wild. Watch our weight-test reel pinned at the top — 4 adults, no flex. Still skeptical? Happy to send the engineering specs 😊
y
@yona.furniture
Reply to a customer
NEGATIVE
Overpriced for what it is.
Hear you. We're priced for a 5+ year lifespan, fully recycled materials, and Australian engineering — not flat-pack you'll bin in 18 months. Always happy to chat over DM 💬
y
@yona.furniture
Reply to a customer
NEGATIVE
Mine arrived dented. Not impressed.
That's on us — sorry about that. DM us your order # and we'll get a replacement out today. Promise the next one will land perfect 💚
y
@yona.furniture
Reply to a customer
NEGATIVE
"Sustainable" is just marketing. Prove it.
Fair challenge. Our materials are 99% post-consumer recycled, our packaging is plastic-free, and our supply chain is third-party audited. We'll DM you the full report — receipts, not vibes 📄
What we deliberately don't do: no wellness jargon, no corporate-speak, no fear-based sustainability messaging.
My Role
Scope of Work
☆Market Research & Strategy
Audit · competitor mapping · positioning
☰Static & Video Content
Reels · carousels · covers · storyboards
💬Community Management
DMs · comments · brand voice
📊Analysis & Reporting
Monthly insights · iteration loops
The Impact
Results
Before vs After — Insights Dashboard
The same Instagram account, four months apart. Reach, engagement, and followers tell the whole story.
BEFOREDay 1
Insights overview
Accounts reached
21.6K-25.4%›
Accounts engaged
237-27.8%›
Content you've shared
2 posts ›
AFTER4 months later
Insights overview
Accounts reached
80M++291%›
Accounts engaged
981K+155%›
📊
Progress
View your overall performance trends over the last six months.
Content You Shared
See all
Growth Analytics
Going Viral
Viral Content Pieces
Short-form video content that drove millions of organic views — the reels that put Yona on the map.
Content Samples
Static Content
Meme-based and lifestyle content that resonated with the eco-conscious target audience — including getting featured on The Strategist (New York Magazine).
Founder's Words
What the Founder Said
"Shubhi has been really valuable to Yona. She's great at taking feedback, picked up the role quickly and is great at executing in ambiguity. Deep knowledge for social media and organic Instagram."
— Gilad Cohen, Co-Founder & Head of Ecommerce, Yona · Ex-Google
☆ THE LAB
While you're here — check out The Lab.
I decode the brands rewriting the rules of social: pillars, post DNA, tone of voice, the one thing nobody else does. Five brands dissected, more dropping monthly.
Open The Lab →
Surreal
FLO Living
CatLadyBox
Naked Nutrition
nixit
Want results like these?
Let's discuss how I can grow your brand's social presence.
Book a Free Call →
Case Study
ReAthlete
How I turned a struggling wellness brand into the most engaging account in its space — outperforming competitors with 20x the following.
@reathlete on Instagram →
The Brand
About ReAthlete
ReAthlete is a leading recovery and wellness brand specializing in innovative massage and therapy devices. They cater to athletes, fitness enthusiasts, and individuals seeking relief from muscle pain. Primary audience: United States.
The Challenge
Problem Statement
ReAthlete struggled with a weak social media presence — low engagement, minimal brand awareness, and no authentic community interaction. Their platforms had inactive and fake followers, limiting organic reach and credibility.
They needed a complete social media revamp to drive real engagement, attract the right audience, and strengthen their online presence.
My Role
Scope of Work
☆Market & Competitor Research
Industry mapping · share-of-voice
📝Strategy Mapping
Pillars · cadence · platform mix
📱Multi-Platform Management
IG · TikTok · YouTube Shorts
☰Static & Video Content
Reels · memes · product carousels
🔥Trend Analysis
Hooks · sounds · format pivots
👁Social Listening
Competitor tone · audience pulse
💬Community Management
Replies · DMs · comment sections
📊Analysis & Reporting
Monthly impact · iteration brief
The Approach
Strategy I Used
I adopted a humor-driven, relatable approach that resonated with both direct and indirect audiences. Instead of just talking about products, I leveraged meme-based content and viral video trends to highlight common pain points in a lighthearted way.
This strategy boosted shareability and organic reach. Alongside humor, I balanced content with strategic pillars showcasing product benefits while incorporating user-generated content (UGC) to build authenticity and trust.
Beating the Giants
ReAthlete vs Industry Leaders
Despite starting with only ~50K followers (including inactive/fake accounts), ReAthlete surpassed Therabody (1.1M followers) and Hyperice (597K followers) in key engagement metrics.
0
Higher Engagement Rate
ReAthlete (0.05%) vs Hyperice (0.03%) and Therabody (0.04%)
2.5x
More Average Likes
ReAthlete (710) vs Hyperice (280) and Therabody (422)
With a fraction of their audience size, ReAthlete thrived by connecting authentically. Through relatable, meme-based content, viral videos, and strategic UGC, we turned a struggling page into the most engaging platform in its space.
Going Viral
Viral Content Pieces
Reels that reframed recovery as relatable, funny, and human — driving the engagement numbers that left bigger competitors behind.
Brand Voice
Tone of Voice — In Action
A brand that talks with its audience, not at them. I transformed ReAthlete's voice from dull and sales-driven into human, witty, and worth engaging with — turning casual scrollers into loyal followers. Real comments, real replies:
M
@msfinamargaretha
16w · Customer
COMMENT
If only i can apply ice to my feeling 😂
R
@reathlete Author · 14w · Reply
@msfinamargaretha We'll definitely consider it for product research 😂. However we do have MEDIFROST, perfect for cold therapy for your physical body! 😂😅
V
@vickyvamvaka
14w · Customer
COMMENT
Wait for the 40s… you will need an avalanche 😆😆😆
R
@reathlete Author · 13w · Reply
@vickyvamvaka We would suggest a good Reathlete recovery routine as an alternate. 😄 But an avalanche is not completely off the list.
S
@sa.bright3
8w · Customer
COMMENT
Which cat is this one?
R
@reathlete Author · 9w · Reply
@sa.bright3 The one that needs a massage 😂
J
@jordilocksandthe3bears
8w · Customer
COMMENT
It's never just a massage bud… don't fall for it!
R
@reathlete Author · 8w · Reply
@jordilocksandthe3bears It is, if you have a Reathlete massager instead of the human one 😂
Story Strategy
How Stories Built the Funnel
Stories did the daily work — micro-polls, quick proof, behind-the-scenes, and DM-driving CTAs. A look at the recurring formats I built into the cadence.
Client Review
What They Said
"
Since you took over our social media, we've seen a real shift — not just in engagement, but in how social media contributes to our brand's growth. The content is well thought out, our audience is more active, and we're seeing an actual impact on sales.
SA
Shahar Aziz
COO, ReAthlete
☆ THE LAB
While you're here — check out The Lab.
I decode the brands rewriting the rules of social: pillars, post DNA, tone of voice, the one thing nobody else does. Five brands dissected, more dropping monthly.
Open The Lab →
Surreal
FLO Living
CatLadyBox
Naked Nutrition
nixit
Want results like these?
Let's discuss how I can grow your brand's social presence.
Book a Free Call →
★ THE LABDECODING VIRAL BRAND STRATEGIES05 BRANDS DISSECTEDCONTENT PILLARS · MIND MAPS · POST DNABY SHUBHI GUPTA
★ THE LABDECODING VIRAL BRAND STRATEGIES05 BRANDS DISSECTEDCONTENT PILLARS · MIND MAPS · POST DNABY SHUBHI GUPTA
★ THE LAB
Decoding Viral Brand Strategies / Vol. 01
Five brands.
Five scalpels.
One playbook each.
A working dossier of the brands rewriting the rules of social — broken down into content pillars, post DNA, tone of voice, and the one thing that nobody else is doing. Look closer.
05 Brands
FMCG · WELLNESS · PETS · FITNESS · FEMTECH
Updated Monthly
Curated by Shubhi Gupta
SUR
REAL
★ 01 · FMCG · Cereal · UK
Surreal
@eat_surreal · founded 2021
Humour-ledLinkedIn-first
Sells healthy cereal by acting like a comedy account — and treating marketers themselves as the audience worth winning.
★ Content Pillars
"Be impossible to ignore"
1. Stunt Campaigns
- Fake celebrity endorsements
- Marketing-for-marketers billboards
- Black Friday absurdity
2. Us vs. Them
- Side-by-side nutrition jabs
- Anti-Big Cereal memes
- Permanent IG highlight
3. OOH-as-Social
- WordArt / MS Paint billboards
- Designed to be screenshotted
- Posters as content, not media
4. Reactive Riffs
- This flopped, here's the reboot
- Self-aware confessions
- Comment-section banter
★ Post DNA
Billboard"Endorsed by Dwayne Johnson*"
*a London bus driver
LinkedInDo you work in marketing?\nYES → Buy our cereal.
★ 500+ comments
CarouselSurreal: 0g sugar, 13g protein. Frosties: 37% sugar.
slide 1 of 6
ReelOur supply team has cocked up. soz.
behind the scenes
StuntBlack Friday: we sold an onion instead of discounting.
also: a pint glass
OOH[made in MS Paint, 2024]
low-effort on purpose
★ Tone of Voice
Lowercase, self-deprecating, in on the joke.
WittyAnti-corporateSelf-roastingCasual
"now stocked in sainsbury's because our mum said we should grow up."
"the world is serious enough. why does breakfast have to be?"
★ The Unique Thing
They picked LinkedIn — for a cereal.
Every healthy-food brand fights for Instagram attention. Surreal went where their actual buyer was already professionally bored: LinkedIn. Same content, 1/10th the competition, and a built-in amplification network of marketers who love watching marketing happen. Press flywheel followed automatically.
★ Steal This
- Pick a category enemy.Surreal's is "Big Cereal." Comedy needs something to push against.
- Find your "LinkedIn."The platform where your buyer is bored, not where every brand is fighting.
- One USP per post.Either zero sugar OR high protein. Never both. Discipline beats density.
- Treat OOH as content.The billboard is a prop. The screenshot is the asset.
144KLinkedIn
116KInstagram
£1.5MYear-1 revenue
7+UK retailers
4Person team
FLO
liv
★ 02 · Femtech · Wellness · USA
FLO Living
@floliving · founded 2001 by Alisa Vitti
Education-ledFounder-fronted
Built a global hormone-care brand by teaching the science nobody taught women — and trademarking the language they invented.
★ Content Pillars
"Solve your period problems. Period."
1. Cycle Education
- 4-phase cycle explainers
- Hormone myth-busting
- Why doctors didn't tell you
2. Cycle Syncing® Method
- Eat by your phase
- Workout by your phase
- Schedule by your phase
3. Symptom → Solution
- PCOS, PMS, fibroids, fertility
- Carousel "do this, not that"
- Supplement intros
4. Founder Authority
- Alisa's PCOS story
- TED, SXSW, NYT clips
- Clinical trial data
★ Post DNA
CarouselThe 4 phases of your cycle (and what to eat in each).
swipe → save
Reel"Doctors don't get taught this."
Alisa to camera
QuoteYour cycle is the 5th vital sign.
— ACOG
InfographicPMS isn't normal. It's a signal.
save for later
Story repost"86% reduction in PMS in 90 days."
★ proof of work
UGC"I put my PCOS in remission."
community testimonial
★ Tone of Voice
Authoritative + sisterly. Doctor-friend energy.
EducationalValidatingScience-backedWarm
"You're not crazy. You're cyclical."
"Stop spot-treating symptoms. Start supporting your hormones."
★ The Unique Thing
They trademarked the conversation.
"Cycle Syncing®" is a registered Alisa Vitti term. So is "The Cycle Syncing Method®." When the hashtag hit 125M+ views, every other creator using the language was — knowingly or not — funneling traffic back to FLO. They built a category and owned its vocabulary. That's a moat that compounds for decades.
★ Steal This
- Name your method.A trademarked framework outlives any single campaign or post.
- Be the expert, not the seller.Education content carries the trust that ad copy never can.
- Founder = hero of the story.Alisa's PCOS journey is the proof. Your founder's story is yours.
- Show clinical receipts."92% success rate" beats every aspirational caption.
173KInstagram
137Kfounder account
125M+#cyclesyncing views
2Bestselling books
20+Years operating
CAT
LADY
BOX
★ 03 · Subscription · Pets · USA
CatLadyBox
@catladybox · monthly box for cats + cat ladies
Identity-ledCommunity-fed
Doesn't sell a cat box. Sells a tribe membership — and the cat-lady identity is the product.
★ Content Pillars
"For cat ladies, by cat ladies"
1. UGC Cat Photos
- Cat-in-the-box reposts
- Subscriber-of-the-week
- Hashtag-driven reposts
2. Box Reveals
- Monthly theme tease
- Unboxing reels
- What's-inside carousels
3. Cat-Lady Humour
- Relatable memes
- Cat-pun captions
- "You know you're a cat lady when…"
4. Mission Content
- Every box helps cats in need
- Rescue partner spotlights
- Adoption stories
★ Post DNA
UGC repost"My box arrived. Mittens approves."
@subscriber tag
Box revealThis month: "Witchy Whiskers" 🔮
slide to peek
MemeMe: I have one cat. Also me: 4 cats.
it me
Mission$X donated this month to shelter cats.
★ proof your box matters
ReelPOV: the box is now your cat's bed.
trending audio
Story pollCat name: Mittens or Pumpkin?
tap to vote
★ Tone of Voice
Pun-heavy, warm, in-group winks.
PunnyWholesomeInside-jokesKind
"Get meowvelous cat-themed items for YOU, plus toys for your kitties, too."
"We're on the prowl for new subscribers 😼"
★ The Unique Thing
The box is sized to be a cat bed.
CatLadyBox deliberately designed the box dimensions so cats sit in them — guaranteeing every subscriber posts a "my cat in the box" photo. The packaging is the marketing brief. UGC isn't asked for; it's engineered. Every box ships with built-in social content.
★ Steal This
- Sell identity, not items."Cat lady" is the product. The merch is just proof.
- Engineer your UGC.Design the product so customers can't help but post it.
- Pun your way to memorability."Ameowzing" is bad copy that's good branding.
- Tie purchase to purpose."Every box helps cats in need" turns guilt into joy.
234KInstagram
10K+Posts
2Box tiers
100%UGC-driven feed
NAKED
★ 04 · Supplements · Fitness · USA
Naked Nutrition
@nakednutrition · "nutrition with nothing to hide"
Transparency-ledMicro-influencer
Wins the supplement aisle by competing on what they DON'T put in — and outsourcing every credibility post to real lifters.
★ Content Pillars
"Less ingredients. Nothing to hide."
1. Ingredient Transparency
- 5 ingredients vs theirs (47)
- Label callouts
- "What's NOT in this"
2. Recipe Content
- Protein pancakes, shakes, bowls
- Reel-format cooking
- Macro breakdowns
3. Education / Science
- Whey vs casein
- Creatine HCL myth-busts
- How to read a label
4. Micro-Influencer UGC
- Real lifters, not models
- Before/after lifestyle
- "In my gym bag"
★ Post DNA
ComparisonNaked: 1 ingredient. Theirs: 23.
★ side-by-side
Recipe ReelChocolate protein pancakes (3 ingredients)
save the recipe
EducationWhat is "natural flavor," actually?
spoiler: nothing natural
UGC"6 months. Real food + real protein."
@micro_influencer
Carousel5 things to look for on a protein label
slide → save → share
StoryPop quiz: spot the seed oil 👀
interactive
★ Tone of Voice
Plain-spoken, no-BS, gym-friend honest.
DirectEducationalAnti-hypeTrustworthy
"Less ingredients. No additives. More transparency."
"If you can't pronounce it, we didn't put it in."
★ The Unique Thing
They built the brand on micro-influencers, not megastars.
While competitors throw money at celebrity athletes, Naked partnered with hundreds of real fitness micro-creators — relatable lifters whose audiences trust them like friends. The campaigns don't look like ads because they're not. The result: 1M+ customers and "nothing to hide" became truth, not a slogan.
★ Steal This
- Compete on subtraction.Show what's NOT in your product. Transparency is differentiation.
- Micro > mega for trust.100 small creators beat 1 celebrity for buying decisions.
- Educate, then sell.Label-literacy posts pre-sell skeptics on your value before they see your price.
- Make your name a promise."Naked" is a thesis. Every post must earn the name.
117KInstagram
1M+Customers
2,400+Posts
100sMicro partners
nix.
it
★ 05 · Femtech · Period care · Canada
nixit
@letsnixit · founded 2017 by Rachael Newton
Taboo-breakerEducation-led
Sells a menstrual disc by talking about vaginas like it's no big deal — turning taboo into approachable, even funny.
★ Content Pillars
"Designed with vaginas in mind™"
1. Taboo-Breaking Humour
- "Period boobs" memes
- "Uterus chose chaos" jokes
- Honest period truths
2. Vagina Education
- "Look at your vulva" guides
- How discs work, illustrated
- Anatomy diagrams
3. Mission / Shame-Nixing
- "Celebrate your first period"
- End the period tax convos
- Pro-rest, pro-choice
4. Product Demos
- How to insert / remove
- Real testimonials
- "Why a disc, not a cup"
★ Post DNA
MemeWhen your uterus wakes up choosing chaos…
RIP cute underwear 💔
EducationalPeriod boobs: what's actually happening.
★ science, not shame
Carousel3 reasons to look at your vulva.
with a mirror, yes
Demo ReelHow to insert nixit (no awkward folds).
illustrated, not gross
Quote"First period = milestone unlocked 🎉"
reframe
UGC"It doesn't even leak when I have sex."
— real customer
★ Tone of Voice
Frank, funny, refuses to whisper.
FrankWittyBody-positiveEducational
"Nix worry, nix plastic, nix strings, nix leaks, nix stigmas."
"Nothing is TMI. We got you."
★ The Unique Thing
The brand name is a verb. And a manifesto.
"nixit" isn't a noun — it's an action. Every campaign frames the product as nixing something: shame, leaks, plastic, stigma, dryness. The name does the strategic work in every single caption. Founders rarely build brands where the name itself is the call-to-action.
★ Steal This
- Pick a name that's a verb.Action-named brands write their own captions.
- Humour disarms taboo.Period memes do more shelf-shifting than period statistics.
- Educate beyond the product.Vulva guides build trust; trust drives discs.
- Reframe stigma as celebration."First period = milestone" is positioning, not just kindness.
FSA/HSAEligible
94%"barely feel it" rate
70mlCapacity (6 tampons)
OneSize, no chart
Next in The Lab.
A new brand decoded every month. Liquid Death, Glossier, Aesop, Patagonia — and a few you haven't heard of yet.
← Back to Home
END OF VOL. 01NEXT DECODE COMING SOONSHARE A BRAND TO DISSECTBY SHUBHI GUPTA
END OF VOL. 01NEXT DECODE COMING SOONSHARE A BRAND TO DISSECTBY SHUBHI GUPTA
