Deepa Mohan
Founding Marketing Consultant · GTM Strategy, Brand & Launch
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Twimbit Sign-Up Campaign
Be More
Context
Twimbit wanted to drive sign-ups by helping the audience understand the platform’s benefits in a simple, emotionally engaging way.
The product was a research and intelligence platform, but the challenge was that research often feels heavy, corporate, and distant. The campaign needed to make Twimbit feel more approachable while still communicating clear business value.
Instead of using a serious B2B campaign style, the idea was built around children’s natural curiosity, ambition, and eagerness to learn.
The campaign used the thought:
Everyone starts with the desire to be more.
More informed.
More confident.
More prepared.
More connected.
More capable of making better decisions.
Strategic insight
Adults often treat learning and research as tasks. Children treat learning as discovery.
The campaign used this contrast to make research feel less like a burden and more like an opportunity.
The key insight was:
People do not sign up for research platforms because they want more information. They sign up because they want to become better at what they do.
Twimbit was positioned not just as a platform for consuming research, but as a tool that helps users grow, decide faster, discover better insights, and create more impact.
Creative idea
The creative idea was to use childlike imagination as a metaphor for professional growth.
Each visual showed children in playful, aspirational situations, paired with benefit-led messages that connected back to Twimbit’s value proposition.
The campaign line was:
twimbit — be more
Each creative translated “be more” into a specific user benefit:
Elevate sales conversions
Supercharge your career
Make impactful decisions
Boost your community with meaningful interactions
Experience research like never before
Quick discovery of the right research
Move faster from idea to realisation
The campaign made B2B benefits feel simpler, warmer, and more human.
Campaign copy
twimbit — be more
Be more than informed.
Be more prepared.
Be more confident in your decisions.
Be more connected to the right insights.
Be more capable of turning ideas into action.
Twimbit helps professionals discover research faster, access the right insights, build meaningful communities, and make sharper business decisions.
Result
The campaign helped communicate Twimbit’s product benefits in a more accessible way and supported the brand’s sign-up efforts across social channels.
It also connected with Twimbit’s wider growth performance. Your resume notes that Twimbit drove a 50% increase in sign-ups through Facebook ads, a 200% increase in website traffic through Google Search Ads, and significant LinkedIn brand reach growth through brand awareness campaigns.
What this campaign proved
Ability to simplify a B2B research platform into clear audience benefits
Ability to turn product features into emotionally engaging messaging
Strong understanding of storytelling-led acquisition campaigns
Ability to make a serious B2B category feel approachable and human
Ability to connect brand awareness with sign-up intent
Creative ability to use metaphor, visuals, and benefit-led copy together
Understanding of multi-channel campaign communication across social and paid channels
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Twimbit Brand Awareness Campaign
Superhero Moment Marketing Campaign
Context
Twimbit needed to build awareness for its research and intelligence platform in a way that felt less corporate and more memorable.
The challenge was simple: research platforms are often perceived as serious, dense, difficult to consume, and built only for experts. Twimbit wanted to shift that perception and show that research could be easier to access, more collaborative, and more enjoyable to consume.
During the release and peak conversation around superhero films, especially the Avengers moment, Twimbit used pop-culture relevance to create a brand awareness campaign across LinkedIn, Facebook, and Instagram.
The campaign borrowed the cultural familiarity of popular superheroes and rewrote their famous ideas into messages that explained what Twimbit stood for.
Strategic insight
Most B2B research brands communicate through authority, complexity, and jargon.
But the audience does not only need more research. They need research that is easier to find, easier to understand, and easier to use.
The campaign was built on this insight:
Research does not have to feel hard to be valuable.
By using superhero references, the campaign made Twimbit’s value proposition more accessible: research can be useful, collaborative, open, and even enjoyable.
Instead of explaining the platform through technical product language, the campaign translated the brand promise into familiar cultural shorthand.
Creative idea
The creative idea was to connect superhero lessons with Twimbit’s product belief.
Each creative used a recognisable superhero reference and reframed it around Twimbit’s mission: making research easier, more accessible, and more useful for experts, brands, and users.
Examples:
Shuri taught us just because we are used to the hard way of consuming research doesn’t mean it can’t be made easier.
This connected Shuri’s innovation-led character with Twimbit’s belief that research consumption should be simpler.
Aquaman taught us that we need a research platform where experts, brands, and users can co-create research.
This positioned Twimbit as a collaborative research ecosystem, not just a static content platform.
Iron Man taught us there are 3000 reasons to reinvent a research world that is accessible to all.
This used a popular emotional reference to communicate accessibility and reinvention.
Harry Potter taught us research should not be closet-ed.
This pointed to the idea that research should not stay hidden, locked away, or difficult to access.
Black Panther taught us creating research is not enough. What matters more is easy access to the right research.
This captured the core product problem: the value is not just in producing research, but in helping people access the right insight at the right time.
Campaign copy
Research does not need to feel complex to be credible.
For Twimbit, we used pop-culture moments and superhero references to explain the platform’s core belief: research should be accessible, collaborative, and easier to consume.
The campaign translated Twimbit’s value proposition into simple, familiar messages that helped audiences understand what the platform did without relying on heavy B2B jargon.
Result
The campaign generated 50K LinkedIn reach and helped Twimbit build awareness around its research platform in a more engaging and culturally relevant way.
It also supported Twimbit’s broader brand visibility efforts. Your resume notes that Twimbit’s LinkedIn brand reach expanded significantly through brand awareness campaigns, alongside major growth in website visits, sign-ups, and Product Hunt launch performance.
What this campaign proved
Ability to simplify a complex B2B product through creative messaging
Strong moment marketing instincts
Ability to use pop culture to improve brand recall
Ability to make research and intelligence feel accessible, not intimidating
Strong understanding of B2B awareness campaigns across LinkedIn, Facebook, and Instagram
Ability to translate product value into audience-friendly campaign ideas
Creative ability to make a serious category feel more human, memorable, and shareable
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International Yoga Day Moment Marketing
FIFA x Yoga Day Campaign
Context
Lemon Tea Creative wanted to create an International Yoga Day post that did not look like every other brand’s Yoga Day creative.
At the time, the FIFA World Cup was also happening, and Kerala had a strong football culture. Instead of creating a predictable yoga-themed post with calm poses, mats, or wellness imagery, the campaign connected Yoga Day with something people were already emotionally invested in: football.
The opportunity was clear:
Use FIFA’s cultural momentum to make International Yoga Day feel fresh, fun, and shareable.
Strategic insight
Most calendar-day posts fail because they treat the occasion in isolation.
But people do not experience culture that way. They experience multiple cultural moments at once: sport, festivals, news, trends, identity, humour, and local passion.
The campaign was built on this insight:
Moment marketing works best when two active cultural conversations collide naturally.
FIFA was already dominating attention. Yoga Day needed a fresh hook. Kerala’s football obsession gave the campaign a strong local relevance.
So instead of asking people to look away from football and think about yoga, the campaign used football as the entry point into yoga.
Creative idea
The creative idea was to reframe famous football body movements as yoga asanas.
Footballers were shown in dynamic match moments that visually resembled yoga poses. Each post gave the football moment a yoga-inspired name, such as:
Hala-Asana
Simha-Asana
Shalabha-Asana
Sasaka-Asana
Matsya-Asana
The idea made Yoga Day content feel playful, topical, and culturally relevant.
Instead of saying “Yoga is good for you,” the campaign said:
Your favourite footballers are already doing yoga, just with more drama.
Campaign copy
FIFA World Cup and India?
Never a goal so easy to reach the post.
But even before our team members could think of it, our archaic tradition had already worn the golden boots.
See our favourite players cherish the yoga positions.
With the world singing one life to Russia, halt a while to celebrate the unique way of life that is Yoga.
If with the feet you conquer the world, with Yoga you quash your body and soul.
Result
The campaign gained attention organically and generated almost 40K organic reach.
It worked because it did not behave like a standard awareness post. It used humour, football fandom, topical timing, and visual recognition to make a cultural-day campaign more entertaining and shareable.
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60
International Yoga Day Moment Marketing
FIFA x Yoga Day Campaign
Context
Lemon Tea Creative wanted to create an International Yoga Day post that did not look like every other brand’s Yoga Day creative.
At the time, the FIFA World Cup was also happening, and Kerala had a strong football culture. Instead of creating a predictable yoga-themed post with calm poses, mats, or wellness imagery, the campaign connected Yoga Day with something people were already emotionally invested in: football.
The opportunity was clear:
Use FIFA’s cultural momentum to make International Yoga Day feel fresh, fun, and shareable.
Strategic insight
Most calendar-day posts fail because they treat the occasion in isolation.
But people do not experience culture that way. They experience multiple cultural moments at once: sport, festivals, news, trends, identity, humour, and local passion.
The campaign was built on this insight:
Moment marketing works best when two active cultural conversations collide naturally.
FIFA was already dominating attention. Yoga Day needed a fresh hook. Kerala’s football obsession gave the campaign a strong local relevance.
So instead of asking people to look away from football and think about yoga, the campaign used football as the entry point into yoga.
Creative idea
The creative idea was to reframe famous football body movements as yoga asanas.
Footballers were shown in dynamic match moments that visually resembled yoga poses. Each post gave the football moment a yoga-inspired name, such as:
Hala-Asana
Simha-Asana
Shalabha-Asana
Sasaka-Asana
Matsya-Asana
The idea made Yoga Day content feel playful, topical, and culturally relevant.
Instead of saying “Yoga is good for you,” the campaign said:
Your favourite footballers are already doing yoga, just with more drama.
Campaign copy
FIFA World Cup and India?
Never a goal so easy to reach the post.
But even before our team members could think of it, our archaic tradition had already worn the golden boots.
See our favourite players cherish the yoga positions.
With the world singing one life to Russia, halt a while to celebrate the unique way of life that is Yoga.
If with the feet you conquer the world, with Yoga you quash your body and soul.
Result
The campaign gained attention organically and generated almost 40K organic reach.
It worked because it did not behave like a standard awareness post. It used humour, football fandom, topical timing, and visual recognition to make a cultural-day campaign more entertaining and shareable.
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80
#Unaru Ratheesh Unaru
Context
Anti-smoking campaigns often repeat the same message: smoking kills.
The problem is that many people have heard this so often that they no longer emotionally respond to it.
For this campaign, we chose a different angle: smoking does not only threaten life expectancy. It can also affect reproductive health, fertility, and sexual wellbeing.
Strategic insight
Fear-based messaging becomes invisible when people hear it too often. A more personal, immediate consequence can create stronger attention.
Creative idea
The campaign used local-language humour and a visual metaphor to communicate the message in a way that felt culturally familiar.
Instead of showing diseased lungs or death imagery, the creative used a carrot/cigarette metaphor and the line:
#Unaru Ratheesh Unaru
This made the message more memorable, more local, and more socially shareable.
Why it worked
It did not sound like a government warning. It sounded like something people would send to a friend.
That is why it worked organically.
Result
The campaign went viral, received national media coverage, and generated 50K organic reach on Facebook.
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83
Environmental Awareness Campaign
This Is Not a Camouflage
Context
The environmental campaign was created to show how human negligence is slowly forcing nature to disappear into human-made damage.
The campaign used animals visually blending into polluted, urban, and artificial environments.
Strategic insight
The future danger is not that animals will adapt beautifully to human destruction. The danger is that they will become invisible casualties of it.
Creative idea
The campaign used the line:
This Is Not a Camouflage
The message reframed camouflage not as survival, but as a warning.
Animals appearing to “blend in” with plastic, traffic, glass buildings, and urban chaos became a metaphor for environmental collapse.
Why it worked
Most environmental campaigns show destruction very literally: dead animals, dirty water, smoke, plastic waste.
This campaign took a more conceptual route. It showed the audience an unnatural visual and asked them to sit with the discomfort.
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Herbtantra Meta Sales Campaign
Performance-led social advertising for a herbal wellness brand
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170
Menstrual Hygiene Day campaign- Lemon Tea Creative - Deepa Sant…
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The Campus App started as an MVP-stage student platform with a clear challenge: build early awareness, trust, and student adoption without relying on paid media.
As the founding marketing lead, I built the marketing function from zero — including positioning, messaging, onboarding communication, student acquisition, referral-led growth, and multi-channel launch planning. The work focused on understanding student behaviour, identifying community gaps, shaping the product narrative, and creating a low-budget GTM system that could generate early traction through relevance, peer sharing, and campus-led storytelling.
The 0-budget growth approach helped drive 2,000+ account signups, +1,200% month-over-month install growth, a 70% referral rate, and a 27% average conversion rate through community-led acquisition and organic marketing.
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I led Product Hunt launch strategy for two SaaS products, helping SmartCue reach #2 Product of the Day and Twimbit reach #4 Product of the Day. The work covered positioning, launch messaging, community seeding, outreach, launch-day coordination, and post-launch conversion thinking. Together, the launches generated thousands of website visits, strong product visibility, and measurable signup outcomes.
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