Abdullah Gilani
Creative Strategist & Social Media Designer
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La Soie — Instagram Audit & Growth Strategy
Turning a Fashion Brand’s Instagram Presence into a More Premium, Discoverable and Shoppable Experience
Project Overview
Client: La Soie Pakistan
Project: Instagram Audit & Growth Plan
Services: Social Media Audit, Instagram Strategy, Content Strategy, Brand Positioning & Growth Recommendations
My Role: Digital Marketing Strategist
La Soie is a fashion brand with an opportunity to strengthen its digital presence and create a more compelling shopping experience through Instagram.
I developed a practical Instagram audit and growth plan to evaluate the brand’s profile presentation, visual identity, content quality, audience reach, and customer journey—from discovering a product to considering a purchase.
The goal was to move beyond simply publishing content and build a more strategic Instagram presence aligned with the expectations of a premium fashion audience.
The Challenge
Fashion brands compete in a highly visual environment where first impressions, product presentation, and trust influence purchasing decisions.
For La Soie, the opportunity was to make its Instagram presence feel more like a premium digital showroom: visually consistent, carefully curated, engaging, and easy for potential customers to explore.
The audit focused on four key questions:
Does the profile communicate the brand’s value and identity clearly?
Does the content showcase the quality, craftsmanship, and appeal of the products?
Does the content encourage people to engage, save, share, and discover more?
Is the path from Instagram discovery to purchase clear and convenient?
My Approach
I reviewed the brand’s Instagram presence through four strategic lenses.
1. Profile & Brand First Impression
Evaluated how effectively the profile communicates the brand, presents its visual identity, and guides visitors toward relevant products and information.
2. Content Quality & Visual Storytelling
Identified opportunities to improve product presentation, creative consistency, and fashion-led storytelling so content communicates the fabric, finish, fit, and overall value of the products more effectively.
3. Audience Reach & Growth Opportunities
Developed recommendations to create more engaging, shareable content and approach paid promotion strategically, using clear campaign objectives, relevant locations, audience interests, and testable audience segments.
4. Shopping Journey & Conversion
Considered how the Instagram experience could better guide potential customers from discovering a product to exploring collections, seeking information, and making a purchase.
The Strategy
The central recommendation was to position Instagram as a premium fashion showroom, supported by a more intentional content and growth strategy.
The proposed direction focused on:
Creating a more cohesive and premium-looking visual experience.
Improving product photography and video presentation.
Developing content people have a reason to watch, save, and share.
Making collections and products easier to discover.
Using targeted promotion to test relevant audiences and locations.
Strengthening the connection between content, customer interest, and purchase intent.
Rather than treating every post as an isolated piece of content, the strategy considers how the entire Instagram experience can work together to build interest and support conversion.
Project Deliverables
Instagram profile and first-impression audit
Visual identity and content-quality review
Audience reach and growth recommendations
Paid promotion and audience-targeting suggestions
Shopping journey and conversion improvement recommendations
Prioritized, actionable Instagram growth plan
The Value
The outcome was a practical strategic roadmap designed to help La Soie make more deliberate decisions about its Instagram presence, content, and promotional activity.
The report translates observations into clear improvement opportunities, giving the brand a structured foundation for strengthening its digital presentation, reaching more relevant audiences, and creating a smoother path from product discovery to purchase.
This project demonstrates my approach to social media strategy: combining creative judgment, audience understanding, brand positioning, and conversion-focused thinking to turn an audit into an actionable growth plan.
Project scope: Instagram audit and strategic recommendations. Growth results from implementing the recommendations have not been measured as part of this project.
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Overview
A curated portfolio of social media graphics and promotional creatives developed for different brands, audiences, and communication objectives.
Creative Approach
I adapt visual hierarchy, typography, imagery, composition, and messaging to the purpose of each design. The goal is to make the message clear, maintain brand consistency, and create visuals suited to the intended audience and platform.
Selected Work
- Social media posts and promotional campaigns
- Product and consumer-brand creatives
- Education and admissions marketing
- Nonprofit and awareness campaigns
- Food, lifestyle, and service-business advertising
Core Skills
- Graphic Design
- Social Media Design
- Creative Direction
- Advertising Creative
- Brand Communication
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Social Media Growth — SZABIST University Islamabad
Growing a University’s Digital Presence Across Facebook, Instagram & LinkedIn
I led the social media strategy and creative direction for SZABIST University Islamabad, transforming its social media presence across Facebook, Instagram, and LinkedIn into stronger, more engaging platforms for brand awareness, student engagement, and admissions marketing.
Through a combination of content strategy, creative storytelling, audience-focused campaigns, paid social media, and consistent brand communication, the university achieved significant growth across its major social platforms.
The Results
Facebook: +166% growth
Instagram: +310% growth
LinkedIn: Significant growth from approximately 2,100 to 17,000+ followers
The result was a substantially larger digital audience and a stronger online presence for the university—creating more opportunities to communicate with prospective students, showcase academic programs, highlight student achievements, promote events, and strengthen the SZABIST brand.
My Role
As Manager Marketing, I managed the social media strategy, content direction, creative development, campaign execution, paid advertising, and overall digital brand communication across the three platforms.
This case study showcases how a strategic, creative, and data-informed approach can turn institutional social media channels into powerful brand and student acquisition platforms.
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Instagram Growth — SZABIST University Islamabad
I led the social media marketing and content strategy for SZABIST University Islamabad, with a key focus on transforming its Instagram presence into a more engaging, relevant, and student-centric digital platform.
The objective was not simply to increase followers, but to build a stronger social media presence that could support brand awareness, student engagement, admissions, and the university's overall digital positioning.
The Challenge
The Instagram page had significant potential but needed a more strategic approach to content, creative direction, audience engagement, and consistency.
The challenge was to make an institutional university account feel modern, relevant, visually engaging, and connected to its target audience, particularly prospective students and the wider university community while maintaining the brand content consistency.
My Approach
I developed and implemented a more audience-focused social media strategy built around:
Stronger visual storytelling to make university content more appealing and scroll-stopping.
Student-centric content designed around what prospective and current students actually care about.
Strategic content planning around admissions, academic programs, events, achievements, student life, and university initiatives.
Improved creative direction across static posts, carousels, reels, campaigns, and promotional content.
Trend-aware content to make institutional communication feel more contemporary and relatable.
Consistent brand communication while allowing the content to feel more dynamic and social-first.
Performance-focused campaigns to amplify important admissions and awareness initiatives.
Rather than treating Instagram as an announcement board, I approached it as a digital brand experience for prospective students.
The Result
The strategy delivered a 310% growth in Instagram followers, significantly expanding SZABIST University's digital reach and audience base.
More importantly, the growth represented a broader transformation in how the university communicated with its audience—moving towards a more engaging, visually driven, and student-focused social media presence.
Impact
+310% Instagram follower growth
This growth helped strengthen the university's digital visibility and provided a larger owned audience for:
Admissions campaigns
Academic program promotion
University events
Student achievements
Campus activities
Institutional announcements
Brand-building campaigns
My Role
Manager Marketing — SZABIST University Islamabad
I was responsible for developing and executing the marketing and social media direction, including content strategy, creative direction, campaign planning, social media management, paid advertising, and overall brand communication.
Key Takeaway
This project demonstrates how a social media strategy can transform an institutional account from simply publishing information to actively building an audience and a digital community.
The 310% growth in Instagram followers was not achieved by relying on follower acquisition alone—it was the result of combining creative content, audience understanding, consistent communication, strategic campaigns, and a stronger overall digital brand experience.
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