Bath & Body Works — a 21-day Valentine's story, told across four platforms.
A goal of +35% limited-edition sales via Nykaa, Myntra and BBW India — mapped to a Hero-Hub-Hygiene content engine and a day-by-day calendar.
Bath & Body Works India needed a campaign that treated Valentine's as a moment, not a discount. I built a 21-day plan targeting urban women 18–34 with distinct roles for each platform and a measurement layer that tied every asset back to sales.
The target
Urban Indian women, 18–34, who shop across Nykaa, Myntra and BBW India, and who treat gifting as self-expression. Not a "Valentine's audience" — a self-gifting audience.
Hero · Hub · Hygiene
- Hero: a launch film + celebrity-adjacent creators to anchor the season.
- Hub: weekly episodic content — gift guides, unboxings, scent-personality quizzes.
- Hygiene: always-on Reels, memes, community replies, review reposts.
Platform roles
- Instagram — brand voice, Reels, story polls, UGC.
- YouTube — long-form hero + creator collabs, video-completion driven.
- Twitter/X — real-time replies, cultural piggybacks, memes.
- Reddit — organic seeding in r/IndianSkincareAddicts & r/IndianFashionAddicts.
The calendar
Every one of the 21 days had a defined asset, platform, format and KPI — sequenced from tease → drop → gift-guide → last-call → afterglow. No orphan posts, no filler.
Measurement
KPIs: engagement rate >5%, video completion >55%, and UTM-tracked conversions on Nykaa, Myntra and BBW India. Every creative variant was tagged so we could tie back to LE SKUs.