LumiOrb was a direct-to-consumer brand I launched through my digital agency, CRWFRD Digital, during the final semesters of my Bachelor of Commerce. The goal was to create an emotionally engaging, aesthetic-first shopping experience for Gen Z and millennial audiences drawn to ambient lighting, spacecore design, and mood-driven room décor. I managed the brand from end to end, including product research and sourcing, content production, web design, and growth strategy, with a focus on organic marketing to optimize limited startup capital.
Problem
With no paid media budget, the challenge was to generate brand awareness and drive store traffic through high-impact short-form content. TikTok’s platform constraints limited direct linking without meeting follower thresholds, which made it necessary to build a multichannel content strategy across TikTok, Instagram Reels, and YouTube Shorts. I also had to quickly learn Shopify UX optimization, trend-led copywriting, content editing, and performance tracking, while navigating the operational challenges of managing a solo DTC brand during my final year of university.
Outcome
LumiOrb content generated over 100,000 organic views across YouTube Shorts, Instagram Reels, and TikTok, with the strongest traction coming from repurposed videos tailored to each platform’s format and audience behavior. The brand was primarily active through Q1 of 2024 and attracted over 1,500 visitors to the store through short-form content alone. I launched a conversion-focused Shopify landing page designed to immediately showcase product variants and create lifestyle appeal through emotionally resonant visuals and copy. Customer reviews, both photo-based and star-rated, were embedded as social proof to reinforce trust, reduce hesitation, and provide visual validation at key decision points. The brand captured strong interest from aesthetic-driven Gen Z consumers, gift buyers, and niche audiences like space and sci-fi enthusiasts. This project sharpened my skills in content strategy, brand messaging, UX optimization, and full-funnel organic growth within a real-world, resource-limited environment.