Mira

mock proposal

infographic design

market research

PROJECT TYPE

Personal Project, Exploratory

METHODS

Competitor analysis, content audit, audience research, content strategy, copywriting, graphic design

Creative Process & Strategy

This project began with a deep dive into Mira's existing content, competitive landscape, and target audience—women navigating fertility challenges who need both precision and emotional support.
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I audited Mira's social presence across Instagram, LinkedIn, and TikTok, analyzing what was working, what wasn't, and where competitors like Inito and Oova were finding traction. From there, I identified content gaps and opportunities unique to Mira's strengths: their data-driven technology and credibility in the fertility space.
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The strategy centered on three pillars: deeper educational content to establish thought leadership, more authentic storytelling through success stories, and a stronger founder presence on LinkedIn to build trust with career-driven women. Each recommendation was tied back to audience needs and platform behavior, prioritizing shareability, saveability, and emotional resonance.

PERSONAL
TAKEAWAYS

How you say it shapes what your audience hears

Fertility is deeply emotional, yet often communicated in clinical or oversimplified ways. The strongest content sits in the middle. Informative enough to build trust, human enough to build connection.

Competitive gaps are opportunities

Analyzing competitors revealed both what's working in the space and what's missing. It helped clarify where Mira should lean in, where to differentiate and how to execute both more effectively.

Tone of voice shapes every touchpoint

Mira's voice needed to feel like a knowledgeable friend, not a fertility textbook. Defining that tone early shaped every content decision from caption length to CTA phrasing. Voice consistency builds the trust that eventually drives conversion.