Blending Creativity, Strategy, and Passion to Elevate Brands.
Shivani Kushwah
Social Media | Influencer Marketing | Marketing Campaign
Hello!
Here's a liitle bit about who I am
From my first social media account to becoming a Digital Marketing Specialist, I've been
captivated by the digital landscape. I'm Shivani Kushwah, and my journey began as a
hobby that grew into a passion and career.
With a Master's in Marketing and a place on the Dean's List, I've combined academic
excellence with hands-on experience. I've orchestrated influencer campaigns reaching 90
million impressions, crafted social media strategies, and even created a viral reel with
over 6 million views.
Increased social media views 5x and followers by 200% through strategic content calendars.
Boosted newsletter open rates by 50% and click-through rates by 150%.
Grew LinkedIn connections by 5000+, increasing qualified B2B leads by 25%.
Managed $5-8K monthly budgets, reducing cost acquisition by 20%. Launched viral campaigns for major brands, reaching 20-30M users.
Key Skills
Social Success Strategies
Influencer Marketing
Managing 2,500+content creators, negotiation, relationship building.
Social Media Strategy
Expertise in Instagram, Youtube, TikTok, Linkedin, Reddit
Content Creation
Graphic design, copywriting, and photo shoot coordination
Digital Advertising
Meta and instagram ad campaigns, budget management.
Analytics and Reporting
Data-driven strategy development and optimization
Project Management
Campaign management, coordinating multiple projects
Social Media
Beacon Group
Led an always-on social media campaign that enhanced Beacon Group's digital presence and engagement across multiple platforms. Developed a comprehensive strategy focusing on continuous content creation, competitor analysis, and community engagement.
WoW Skin Care
As Social Media Manager for WoW Skin Care, I grew Instagram followers by 35% to over 100,000 and boosted engagement by 45%, while increasing Live session viewership by 25%.
Aksh IP Associates
As Social Media Manager at Aksh IP Associates, I grew our Instagram to 3,000 followers and increased LinkedIn followers by 5,000. I boosted website conversion rates by 10% and web traffic by 15%, while increasing qualified B2B sales leads by 25%. I also enhanced newsletter open rates to 30% and click-through rates to 2.5%, implementing email automation and refining our social media strategies.
School Project
Central Barrio Development
Central Barrio Development( Digital Marketing Plan), my team and I developed tailored digital marketing strategies by segmenting the audience and aligning goals accordingly. We identified gaps in their existing marketing approach and proposed new strategies based on a thorough analysis of their website, social media platforms, and brand voice. This comprehensive approach ensured a cohesive and targeted plan to enhance their digital presence.
Better Than Provisions
Better Than is a health-focused granola brand targeting active, health-conscious consumers. Our detailed persona, a 27-year-old working woman with a child managing gut health, shaped our strategies. We addressed key stages of the marketing funnel to effectively engage this audience. Emphasizing granola's versatility, we positioned it as more than just a breakfast food—highlighting its role as a snack and recipe ingredient. To boost reach and conversions, we utilized display ads, developed an Amazon storefront, and collaborated with influencers. These efforts aimed to build awareness, drive sales, and reshape consumer perceptions.
Onset (Rebranding)
The activewear brand Onset operated exclusively through its website. We undertook a rebranding initiative by conducting a comprehensive competitor analysis, benchmarking against industry leaders such as Lululemon and Athleta. Based on our findings, we developed three core strategies focused on social media, digital marketing, and community engagement to enhance the brand's visibility and presence. These strategies provided Onset with greater exposure and a stronger connection to its target audience.
Airbnb ( Marketing Research)
Our research examined the impact of star ratings on Airbnb booking decisions through an experimental study using Qualtrics. We compared properties with 2.5-star and 4-star ratings, the latter labeled as "Guest Favorite." The survey, distributed to 100 participants over a week, used randomized assignment between two groups. The data showed strong reliability (Cronbach's Alpha = 0.67), with higher-rated properties significantly outperforming lower-rated ones in booking interest. Notably, 91% of respondents prioritized cleanliness and value for money when choosing a property. Our findings validated the hypothesis that higher-rated properties attract more bookings.
Product Design
We conducted five test sessions for our ESG-focused browser extension, evaluating user experience, notifications, and engagement. Feedback highlighted a desire for personalization, such as "Rate My Cart" and product alternatives. In response, we added a communication score, customizable notifications, and enhanced cart analysis. The tests validated our mission to provide accessible ESG data for shopping while identifying areas for improvement in functionality and user experience.
Testimonials
"Shivani was a true asset to our team in enhancing and refining our social media accounts. She understands social media marketing and marketing in general and gave us really great insights as to how to improve the ways in which we reach people. "
Liz Farrugia 1st
"Marketing & Development Specialist at Beacon Group"
"Shivani is a talented marketing and social media professional with the knowledge, skills, and abilities to deliver quantifiable results. She takes a holistic approach to marketing strategies that build awareness and increase engagement."
Mitchell Eskritt
"Director of Marketing and Development at Beacon Group"
L'Oreal India: #WorthSharing Campaign (2020)
L'Oreal India: #WorthSharing Campaign (2020)
Campaign Overview
In response to the COVID-19 lockdowns, we launched the #WorthSharing campaign, partnering with diverse influencers to share their at-home beauty routines using L'Oreal products.
My Role
- Identified and vetted a mix of macro and micro-influencers across various demographics
- Developed campaign briefs and guidelines for authentic content creation
- Managed influencer relationships and ensured timely content delivery
- Analyzed campaign performance and optimized strategies in real-time
Campaign Execution
- Influencer Selection: Partnered with 100 micro-influencers (10k-100k followers) and 10 macro-influencers (1M+ followers) to ensure broad reach and relatable content.
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Content Strategy:
- Influencers created "Stay Home, Stay Beautiful" tutorial videos showcasing easy-to-do hairstyles and makeup looks using L'Oreal products.
- Weekly themed challenges were introduced (e.g., "Work From Home Glam", "Self-Care Sunday") to maintain engagement.
- User-Generated Content: Encouraged followers to share their own L'Oreal beauty routines using the #WorthSharing hashtag.
- Virtual Masterclasses: Organized live sessions with top beauty influencers, demonstrating L'Oreal product usage and answering audience questions.
- E-commerce Integration: Collaborated with e-commerce platforms to provide exclusive discounts for products featured in influencer content.
Impact
- Reached over 20 million users across Instagram, YouTube, and TikTok
- Increased engagement rates by 35% compared to previous campaigns
- Drove a 25% uptick in e-commerce sales during the campaign period
- Generated 1 million uses of the #WorthSharing hashtag
Mamaearth: #Goodnessinside Initiative (2021)
Mamaearth: #Goodnessinside Initiative (2021)
Campaign Overview
We launched the #Goodnessinside initiative to highlight Mamaearth's commitment to natural ingredients and sustainable practices, leveraging influencers to educate consumers about clean beauty.
My Role
- Conceptualized the campaign strategy, aligning it with Mamaearth's brand values
- C curated a team of eco-conscious influencers and sustainability advocates
- Coordinated product seeding and guided influencers on key messaging points
- Implemented a user-generated content strategy to amplify reach
Campaign Execution
- Influencer Selection: Partnered with 50 micro-influencers known for their commitment to sustainability and 5 macro-influencers with strong environmental advocacy.
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Content Strategy:
- Influencers created "Ingredient Spotlight" posts, highlighting key natural ingredients in Mamaearth products.
- "Plastic-free Challenge" videos showcased influencers' efforts to reduce plastic waste, featuring Mamaearth's eco-friendly packaging.
- Sustainability Pledges: Encouraged followers to make and share their own sustainability pledges using #GoodnessPledge.
- Virtual Farm Tours: Organized live virtual tours of farms supplying ingredients to Mamaearth, hosted by influencers.
- Eco-friendly Product Bundles: Created limited-edition, influencer-curated product bundles with minimal packaging.
Impact
- Generated over 5 million impressions across social media platforms
- Increased brand sentiment score by 22 points
- Contributed to a 40% year-over-year growth in Mamaearth's customer base
- Collected 100,000 user-generated #GoodnessPledge posts
mcaffeine: #AddictedtoGood Campaign (2022)
mcaffeine: #AddictedtoGood Campaign (2022)
Campaign Overview
In 2022, we launched the #CoffeeObsessed campaign for mcaffeine, a unique beauty brand known for its coffee-infused skincare products. The campaign aimed to highlight mcaffeine's innovative use of coffee in beauty formulations, focusing on their face wash, scrub, and body butter. Our goal was to increase brand awareness, drive engagement, and boost sales while positioning mcaffeine as a trendsetter in the natural beauty space.
My Role
- Identified and partnered with a diverse range of beauty and lifestyle influencers who aligned with mcaffeine's brand ethos
- Developed a creative content strategy that highlighted the unique coffee-infused formulations of mcaffeine products
- Coordinated product seeding to influencers, ensuring they had hands-on experience with the face wash, scrub, and body butter
- Managed influencer relationships and oversaw content creation to ensure brand consistency and message alignment
- Organized and executed the campaign launch event
- Monitored campaign performance and optimized strategies in real-time
Campaign Execution
1. Influencer Selection
- Partnered with 50 micro-influencers (10k-100k followers) and 10 macro-influencers (500k+ followers) in the beauty, lifestyle, and wellness niches
- Ensured a diverse mix of influencers to reach various demographics within our target audience
2. Product Seeding
- Created luxurious, branded seeding kits containing mcaffeine's face wash, scrub, and body butter
- Included personalized notes and usage instructions for each influencer
3. Content Strategy
- Developed a multi-phase content plan:
- Teaser posts: Influencers shared mysterious coffee-themed posts to create buzz
- Unboxing videos: Showcased the seeding kits and initial product impressions
- Tutorial content: Demonstrated how to incorporate mcaffeine products into daily routines
- Results sharing: Before-and-after content highlighting product effectiveness
#AmazonGreatIndianFestival Campaign (2021)
#AmazonGreatIndianFestival Campaign (2021)
Campaign Overview
The #AmazonGreatIndianFestival campaign was launched to promote Amazon's major sales event coinciding with Diwali, one of India's biggest festivals. This comprehensive campaign targeted a wide range of consumers, promoting products across various categories including beauty, fashion, electronics, and more. The central theme emphasized buying gifts for loved ones, tapping into the gift-giving tradition of Diwali.
My Role
- Developed and executed the influencer marketing strategy.
- Identified and partnered with a diverse range of influencers across multiple niches.
- Created tailored content briefs for different product categories and influencer types.
- Coordinated with Amazon's internal teams to ensure alignment with overall marketing objectives.
- Managed campaign budgets and negotiated contracts with high-profile influencers.
- Oversaw content creation and approval process to maintain brand consistency.
- Analyzed campaign performance and provided real-time optimizations.
Campaign Execution
1. Influencer Selection
Partnered with 200+ influencers across various categories:
- 50 macro-influencers (1M+ followers) for broad reach.
- 150 micro and mid-tier influencers (10k-999k followers) for niche targeting.
- Ensured a mix of influencers from different regions of India to maximize cultural relevance.
2. Multi-phase Content Strategy
- Teaser Phase: Influencers shared hints about upcoming deals and exciting gift ideas.
- Launch Announcement: Coordinated influencers to announce the sale start simultaneously across platforms.
- Category Spotlights: Daily themes focusing on different product categories (e.g., "Tech Tuesday", "Fashion Friday").
- Gift Guide Creation: Influencers curated personalized gift guides for different recipient types.
3. Cross-platform Approach
Utilized Instagram, YouTube, and Facebook to maximize reach with tailored content formats for each platform.
4. Interactive Elements
- Launched #AmazonFestiveWishlist challenge, encouraging users to create and share their Diwali wishlists.
- Hosted live shopping sessions with influencers on Amazon's app.
5. Exclusive Deals
- Created influencer-specific promo codes for additional discounts.
- Coordinated flash sales announced exclusively through select influencers.
6. CSR Integration
Partnered with influencers to promote Amazon's Diwali-themed CSR initiative, donating a portion of sales to local artisans.
Impact
- Reached over 40 million users across all social media platforms.
- Generated 300k uses of campaign-related hashtags (#AmazonGreatIndianFestival, #MyAmazonDiwali).
Beacon Group's
Campaign Overview
Led an always-on social media campaign that enhanced Beacon Group's digital presence and engagement across multiple platforms. Developed a comprehensive strategy focusing on continuous content creation, competitor analysis, and community engagement.
Impact
- Increased Brand Recall: Established Beacon Group as a trusted industry voice through a consistent brand presence.
- Content Performance: Boosted views 5x within one week of implementing the new strategy.
- Community Engagement: Increased social media engagement by 150%, positioning the brand as a leader in digital storytelling.
- Data-Driven Growth: Improved overall engagement by 60% through strategic optimizations.
- Reddit Success: Drove a 50% increase in Reddit engagement and enhanced brand awareness.
My Role
- Spearheaded content strategy, including competitor analysis and content calendars.
- Developed content schedules, oversaw visuals, and coordinated photo shoots.
- Fostered community engagement with innovative storytelling and prompt responses.
- Analyzed performance using Sprout Social and Meta Ads, optimizing strategies based on data.
- Managed sub-communities on Reddit, tailoring organic content for niche audiences.
WoW Skin Care
Social Media Manager: WoW Skin Care
My Impact
- Instagram Growth: Grew the WOW Skin Science Instagram following by 35% to over 100,000 highly engaged followers.
- Engagement Rate: Increased average Instagram post engagement rate by 45%, significantly outperforming industry benchmarks.
- Live Q&A Success: Achieved 25% higher viewership and 35% higher audience engagement for monthly Instagram Live product Q&As compared to prior sessions.
My Role
- Developed and executed the brand's comprehensive social media content strategy across Instagram, TikTok, Facebook, and Instagram Live.
- Created scroll-stopping, on-trend visual assets, videos, and captions that resonated with the target Gen Z and millennial audience.
- Implemented advanced audience segmentation, A/B testing, and performance tracking to optimize social media campaigns.
- Hosted engaging monthly Instagram Live sessions to showcase products, answer customer questions, and build community.
- Collaborated closely with the marketing, influencer, and digital teams to maximize social media's impact on overall business goals.
- Provided data-driven recommendations to leadership on emerging social media trends, content opportunities, and platform strategies.
Aksh IP Associates
Social Media Manager: Aksh IP Associates
My Impact
- Instagram Growth: Grew new Instagram account from scratch to 3,000 followers.
- Website Conversion: Increased website conversion rates by 10% and improved web traffic by 15%.
- B2B Sales Leads: Achieved a 25% increase in qualified B2B sales leads.
- LinkedIn Growth: Increased LinkedIn followers by 5,000.
- Newsletter Performance: Boosted newsletter open rates from 20% to 30% and click-through rates from 1% to 2.5%.
My Role
- Implemented email marketing automation using GetResponse.
- Redesigned the company website to be SEO-friendly.
- Revised LinkedIn and Instagram marketing strategies.
- Crafted monthly newsletters and implemented audience segmentation for A/B testing.