Tangerine Lane is Trivandrum's first multi-brand fashion store, bringing together homegrown apparel and cosmetics labels under one roof. Enkreo was brought in to build the brand's digital presence from scratch ahead of its physical launch.
Build brand awareness on Instagram and grow an engaged audience before the store's physical launch — within a 30-day window.
We built two parallel narrative frameworks running simultaneously — #BUF (Being Yourself Fashion) for the consumer audience and #FashionCollective for partner brands — each with its own content arc, hashtag ecosystem, and distribution strategy.
One month. One city. One brand built from the ground up — from zero to a recognised name across Trivandrum's fashion community.
For the consumer audience aged 16–50, we built the #BUF movement — an emotionally driven, identity-forward campaign that positioned Tangerine Lane not just as a store, but as a statement. Content was shareable, relatable, and rooted in self-expression. The hook was individuality; the platform was Instagram Reels.
For homegrown D2C apparel and cosmetics brands across India, we built #FashionCollective — positioning Tangerine Lane as a prestigious brand incubator. This B2B narrative offered partner brands shelf presence, shared marketing resources, and community visibility under the #Together and #ONE umbrella.
No branding. Pure intrigue. A statement reel launched with zero context — just #BUF and a strong visual hook — to spark conversation and build search interest before the brand was revealed. Micro-influencers given early access.
Feb 20 → Feb 26Tangerine Lane stepped into the light. The online-to-offline transition reel united partner brands under #ONE. LED screens went live March 5. Women's Day reel ran March 8. FM radio and press articles activated in parallel.
Mar 3 → Mar 15A launch trailer featuring models selected from the #ONE campaign dropped March 15 — building final momentum into opening day. The store launched March 22 to a primed, already-engaged Trivandrum audience.
Mar 15 → Mar 22Follower Acquisition
Growth over 30 days
Reel Performance
Views per reel (K)
Impressions
Weekly impressions — Organic vs Paid (Meta Ads)
Every reel was produced as part of a deliberate narrative arc — from anonymous mystery content to full brand launch energy. Each generated a minimum of 30,000 views and 1 lakh impressions.
Reel 01 · Feb 20 · Phase 1
Statement Reel — #BUF
Reel 02 · Feb 26 · Phase 1
Curiosity / Branding Reveal
Reel 03 · Mar 3 · Phase 2
Online–Offline Transition — #ONE
Reel 04 · Mar 8 · Phase 2
Women's Day Reel — #BUF
Reel 05 · Mar 10 · Phase 2
Brand Collab — #Together
Reel 06 · Mar 12 · Phase 2
Influencer × Tangerine
Reel 07 · Mar 14 · Phase 2
BTS — Behind the Store
Reel 08 · Mar 18 · Phase 3
Countdown — Opening Soon
Reel 09 · Mar 20 · Phase 3
Launch Trailer — #ONE #BUF
With a ₹10,000 Meta ads budget, we ran precision-targeted campaigns across Instagram and Facebook — zeroing in on Trivandrum and surrounding districts, fashion-forward demographics aged 16–45, and interest clusters aligned with local lifestyle and shopping behaviour.
Ad creatives were built directly from our reel content, ensuring full visual consistency across organic and paid. Every rupee was tracked and optimised. The result was a measurable lift in follower acquisition, profile visits, and store foot traffic on launch day.
Age: 16–50, inclusive of young adults and families
Gender: All
Income: Middle to upper-middle class
Location: Trivandrum & surrounding districts
Content built around identity and self-expression. The #BUF movement gave them a reason to care before the store even opened — building emotional investment that converted to footfall on day one.
Type: Homegrown apparel and cosmetics brands
Platform: Online-first / D2C
Location: All across India
The #FashionCollective narrative attracted independent Indian brands by presenting Tangerine Lane as a prestigious offline partner — offering shelf space, shared visibility, and a community retail model. A brand incubator, not just a store.
Trivandrum woke up knowing the name Tangerine Lane — and showed up on launch day to prove it.
In 30 days, we took a brand from zero to a recognisable name across Trivandrum's fashion community. 1,200+ followers, 9 reels, a city-wide offline presence, and a launch day that validated every creative decision made along the way.