Introduction to the Project

The Tiny Tub, founded by fitness enthusiast and content creator Chandni Kurup, is a dessert brand built on the philosophy of portion-controlled indulgence. While the brand had a strong product concept, it wasn’t generating the revenue it should have been. Chandni approached me to refine Tiny Tub’s brand direction, content strategy, and overall business positioning—with the goal of increasing brand awareness, customer retention, and engagement.

Challenges Encountered

• Revenue gaps: Despite having a great concept, the brand wasn’t monetizing effectively.

• Unclear brand positioning: Tiny Tub lacked a strong brand narrative connecting Chandni’s fitness identity with its indulgent yet balanced product offering.

• Low engagement & community building: The brand wasn’t creating content that resonated with its audience or converted them into loyal customers.

• Offline & online strategy disconnect: The brand wasn’t leveraging collaborations, pop-ups, or offline events effectively.

My Contributions & Strategic Approach

1. Brand Strategy & Business Direction

• Developed a strategic roadmap to help Tiny Tub make data-driven decisions on expansion, investments, product development, and collaborations.

• Defined the brand’s identity, ensuring that Tiny Tub becomes synonymous with Chandni’s fitness philosophy, making it stand out in the dessert space.

• Curated an optimized product menu, aligning offerings with market demand and Chandni’s personal brand.

• Built a collaboration and pop-up event strategy, integrating offline and online marketing for maximum visibility.

2. Content Strategy & Social Media Management

• Created a structured content calendar aligned with key events, trends, and product promotions.

• Revamped social media storytelling, connecting fitness and indulgence through a relatable and aspirational brand voice.

• Managed offline event coverage, editing, and content creation, ensuring Tiny Tub had a seamless and engaging digital presence.

• Focused on community engagement through interactive content formats, making the brand more approachable.

3. Performance Marketing & Scaling

• Initiated performance marketing strategies to scale revenue and drive direct sales.

• Designed a content funnel that attracts, engages, and converts new audiences into loyal customers.

Results & Impact

In just 30 days:

• 800 new followers (from 16K to 16.8K) in one month.

• Reels crossing 150K+ views, significantly boosting brand visibility.

• Improved engagement and community interaction, setting the foundation for sustainable growth.

• Established Tiny Tub’s unique positioning as a fitness-led indulgence brand, setting it apart in the market.

Our long-term goal is to cement Tiny Tub as Chandni’s brand, making it a household name in the fitness-meets-dessert space. By combining strategic content, community-driven marketing, and a refined brand identity, we are building a brand that people love, trust, and engage with.