Portfolio
A showcase of how I apply business concepts in my entrepreneurial projects
Social Media Growth
In the summer of 2022, I started an entrepreneurial project to build a social media platform and gain 100,000 followers. I applied concepts primarily for business growth to deeply understand the field (in this case, trends, algorithms, and my audience), by identifying pain points, creating personas and audience journey maps, and testing and implementing different content strategies. By collecting data from ethnographic interviews, SEO data, and my platforms’ analytics and strategizing content plans, I was able to overshoot my goal and reach 300,000 followers on TikTok and 60,000 on Instagram. By treating my brand as a company, I built an entrepreneurial, cross-platform persona.
Areas applied: Brand Strategy, User-centric Research and Strategy, Market Analysis
Growth Framework
Research and Strategy Process
01
Identify Audience
To build a persona from scratch, I first understood who was watching my videos. By utilizing analytical methods such as creating audience personae, stakeholder matrices, and consumer (audience) journey maps using platform data and interviews, I was able to identify my core audience to be primarily second generation Desi dancers and less obviously, non-Desi millennials with a passion for culture.
02
Identifying “Why”
The next question I asked was why these were my primary audiences. By reading comments, analyzing engagement rates, and most importantly, testing my own content and seeing what types of videos attracted these segments, I inferred that audiences consume my content to
1) inspire them to rediscover dance
2) explore a new culture
and started creating videos with more depth.
03
Expanding Niche
By considering my audience segments’ needs and the existing “gap” (or lack of content) in the market, I solidified my video format while keeping room for expansion. In addition to constantly iterating my content, I noted other creators in my field, i.e. desi dancers, and those adjacent to my field, i.e. actors, POV creators, culture ambassadors, and reiterated a range of video formats into my expertise, Indian dance.
Brand Promise/Statement
Naomi.nambo’s content seamlessly bridges Western and Indian dance and cultures, pushing the boundaries of artistic expression.
Result
As a result, I have successfully created a profile the represents my character, expertise, and creativity, and I have created a brand promise/statement, or in this case, a personal statement, on my content and presence online. By applying business and strategy concepts in a creative setting, I have been able to use a similar framework successfully in other roles.
Brand Campaigns
Having created cross platform campaigns for products in various industries including beauty, technology, books, and food items, I have solidified my approach in working with brands to increase conversion rates and outreach efforts. I analyze SEO data, trends, and platform data to curate videos for my audience and weave a narrative that is both compelling and educational in accordance to the product. I complete all aspects of campaign creation including pitching, copy writing, research, shooting, and editing.
Areas applied: Campaign Strategy, Copywriting, Content Creation
OBSPOT Tripod
At the time of the video, the Fifty Fifty song, “Cupid” had become immensely popular. Naomi leveraged this trend and choreographed a semi classical dance to showcase the tracking abilities of the tripod.
Wear Felicity
The brand wanted Naomi to emphasize the photo in the bracelet. Naomi realized many videos on nostalgia were particularly reaching high engagement levels and she wrote a script that followed the idea of childhood memories, but with a twist that relates to artists and individuals in general.
TUI Spice Shirt
Language plays a large part in many people’s lives, and Naomi centered a comedy video on miscommunication in cultures surrounding language to promote the language-based shirt.