A social media launch for

A social media launch for Shaya by CaratLane’s Matsya collection, built around the idea of navigating life’s waves and emerging stronger. The campaign combined empowering storytelling with product-focused and craftsmanship-led content to drive both brand connection and sales. # Goal & Impact Goal: Drive product discovery and conversions for the Matsya collection, while building an empowering narrative around women and the idea of jewellery as a statement of strength and individuality. What I Did: 1. Set the tone Used text-led posts to establish the collection’s empowering message. 2. Made the jewellery aspirational Used flatlays with product details to showcase the pieces and encourage consideration. 3. Added a human touch Used BTS moments from the shoot to make the campaign feel more personal and real. 4. Showed the making Created “from sketch to product” and Plique-à-jour enamelling videos to highlight the craftsmanship behind the collection. 5. Built the story through copy Used captions to bring the Matsya metaphor to life, drawing on the idea of swimming through life’s waves, navigating challenges and emerging stronger on the other side. The Impact: 1. Best-selling collection Matsya went on to become the best-selling collection, making the launch a strong commercial success. 2. 8M+ views Generated 8,041,984 views during the campaign. 3. Reached new audiences 86.6% of views came from non-followers, helping the collection reach beyond the existing audience. 4. Drove 20K profile visits The campaign generated 20K profile visits, turning awareness into deeper brand exploration.