A while back, I worked on a campaign for a content creation tool targeting students and freelancers. The goal was to boost awareness and user signups through relatable, short-form content. I focused on making the content feel super casual and meme-friendly—stuff like “POV: you said you'd start your project at 5 and it's 4:59” or mini skits showing chaotic vs. productive study vibes. I posted consistently on both TikTok and Instagram Reels, and encouraged UGC by starting a simple trend that people could put their own spin on. One of the videos ended up going semi-viral, and the campaign led to a noticeable spike in both engagement and trial signups in just a couple of weeks. What worked best was just staying true to the audience’s humor and attention span—keeping things fast, honest, and fun.

I’d start by choosing influencers who genuinely vibe with Kamoti’s fun, easygoing energy—college students or recent grads who are into chill hangs, creative content, and have a loyal following. I’d work with them to create casual, relatable videos that feel like recommendations from a friend, not an ad—maybe showcasing the green tea shots at low-key get-togethers, post-class unwinds, or “what’s in my mini-fridge” type reels. I’d also leave room for them to add their own twist so the content stays authentic. The key would be keeping it fun, visual, and super shareable—something that makes their audience want to try it just to be part of the vibe.

For sure! One piece of content I’m really proud of was a short video I created for a brand that focused on embracing individuality in self-care. The idea was simple—showing different people using the same product, but in totally unique, quirky ways that fit their personalities. The twist? I had each person share one thing about their routine that made it "weird" or different from what people typically do. One person might use it in a totally unconventional way, like applying it while listening to music, another might mix it into their own self-care ritual, like using it before their late-night walks. I loved it because it wasn’t about perfect routines or idealized self-care—it was real, raw, and had personality. The engagement was solid, with people commenting about their own "weird" routines and sharing how they approach self-care differently. It felt authentic, and the response from the community was super positive. It was a simple idea, but it hit the right notes in terms of relatability and fun, which made it stand out for me. It was one of those pieces that made me feel like I nailed the connection between brand and audience.