Yellow has run Bobbi Brown’s social in India since 2022 as one continuous content system rather than a series of campaigns.
The photography is decided. The palette is decided. The voice is decided, in another country, for another audience.
Bobbi Brown’s social in India had to honour all of it and still sound like it belonged here. Too faithful and the feed reads as an import. Too local and the brand stops being the thing people wanted.
Daily, at the cadence of a feed rather than the lead time of a campaign.
Most social keeps its standard for the campaign and lets it slip everywhere else. The launch film is immaculate. The trend post is an afterthought.
But the trend post is what most people see. Volume is not the enemy of a luxury brand. Inconsistency is.
So we built a system, not a calendar. Six pillars, one standard, running continuously.
Run continuously, not campaign to campaign. Every tile below is labelled with the pillar it belongs to.
