Task At Hand

Running a 4 Day DARAZ Eid-Ul-Adha Campaign

 Objective

1 2 3

Generate
Promotional Increase The
Partnering Up With
Strategies with the Organic Reach
Fading Businesses
theme of Eid-Ul- and Visibility
Adha
Lets Take A Look At The Current Scenario
We are in the middle of a pandemic
 Impact of Pandemic

1 2
The Global
Bangladesh is being
Economy Is In A
forced to endure
Recession
(Source: https://blogs.imf.org/2020/04/14/the- lockdowns
great-lockdown-worst-economic-downturn- (Source:
since-the-great-depression/) https://www.globaltimes.cn/content/1187977.shtml)

3 According to the South 4 Employee Cutdown

Asian Network on or Reduction in
Economic Modeling Salaries by
(SANEM), Bangladesh's businesses to Sustain
poverty rate may (Source:
https://tbsnews.net/economy/banking/city-

double to 40.9%
bank-employees-get-10-pay-cut-92356)
 Changes in Consumer Behavior

New customer personas Shift to E-Commerce

A majority of customers are re-evaluating People are shifting a higher share of their
their current lifestyle choices and are making spending to ecommerce. Activities powered by
changes digital elements are attracting new users and
increasing the use of previous users manifolds

Reduced Spending Hygiene Factor

People are cutting down their spending
Hygiene has become one of the key factors in
budget, and are mainly focusing on necessary
the decision making process, before any
items
purchase
Company Overview:
100+ Categories of
Products

Massive Discounts

Super Fast Delivery

The Best Prices

100% Purchase Protection

Campaign Theme
 Campaign Justification

1 2
What is the cliché line
that one uses during
Eid-Ul-Azha?
Especially when one
sees another’s
purchased cow?
3
As such, we have This campaign theme
incorporated this also opens the door for
popular phrase as our various types of content
campaign theme. that can be created,
Every time a person which will be very
thinks of Daraz in this impactful and popular
Eid-Ul-Azha, or with the audience.

- Bhai Jitsen! purchases from Daraz in As such promotion of

this Eid-Ul-Azha, they Daraz will be very
should think of effective and content
themselves in a “Bhai can be relatable with the
Jitsen” situation. audience.
 Strategy to help dying Businesses

Airline Industry Restaurant Industry

• A huge amount of
• Daraz will help the airline customers are not
industry companies by visiting the restaurants
allowing ticket booking physically.
services.

• Therefore Daraz will be

• Customers will be opening an online food
encouraged to book delivery platform to help
tickets now, and fly to the the customers and
destinations later. restaurants alike.
 12

Content Pillar

Total Posts: 11 Campaign Run time: 4 days

Static Content Animated/Video Content Carousel Advertisement

06 04 01
 13

Total Conversion Statistics

Reach Views Like, Comment, Share

17213 3524 979

Impression
21398
Page Likes
430
 Date: Static Content
Published Time:
Caption
Nobody:
Team Agun: Bhai Jitsen 👀

#BhaiJitsen #DarazMubarak #Bri

efcase #EWUBC

Reach Like, Comment, Share

60,9,2
1086

Impression Engaged User

1512 182
 Objective Communication Relation to Bhai Jitsen

• Creating • Daraz is upto • The essence of

1 awareness about
2 something for
3 EID-UL-ADHA in
the EID-UL-ADHA EID-UL-Adha, by terms of the
campaign the statement signature dialogue
“bhai jitsen”, in (when a cow is
• Acting as a order to create purchased): “Bhai
teaser to suspense to bring Jitsen”,which is
Generate about a hype in being used here
curiosity among the market to symbolize that
the viewers buying from Daraz
is a good decision
Static Content

Caption
ক োরবোনির ইদ মোনিই এ টোই নিন্তো,
ভোই জিতলোম ন িো।
এবোর কিো নিন্তো!
ইনদ দোরোি কেন ন ছু ন িনলই "ভোই
জিতনেি"!
ইদ-উল-আযহোর এক্স ্ লুনেভ েব
অফোর কেনত নভজিট রুি Daraz-এ!
#BhaiJitsen #DarazMubarak #Bri
efcase #EWUBC

Reach Like, Comment, Share

1081 53, 18, 4

Impression Engaged User

1519 109
 Objective Communication Relation to Bhai Jitsen

• Creating • Purchasing EID • Relating to the

1 awareness about
2 gifts from Daraz
3 soul of EID-UL-
the EID offerings will be a ADHA: “Bhai
from Daraz. worthwhile Jitsen” slogan, by
experience for fulfilling the
• Spreading the customers necessities of Eid
Positivity about shopping from
the shopping Daraz
experience from
Daraz
Static Content

Caption
Quarantine-এ এবোনরর ইদ, মি ন
খোরোে হনব?

- এ দম িো, েোনে Daraz আনছিো!

দোরোনি শনেিং রনল হোনে ফুটনব
েবোর মুনখ, আর এবোনর ইনদ জিতনব
েবোই!
#BhaiJitsen #DarazMubarak
#Briefcase #EWUBC

Reach Like, Comment, Share

1108 76, 45, 4

Impression Engaged User

1575 161
 Objective Communication Relation to Bhai Jitsen

• Motivating • Even after being • Fulfilling the needs

1 people to
2 locked down at
3 of EID while
purchase EID home, the satisfying the
quarantine rule is a
gifts from Daraz essentials of EID-
“Bhai Jitsen”
UL-ADHA can be
situation for the
• Motivating easily delivered customer
customers to to the customers,
shop online at the tap of a
during this button via Daraz
Pandemic
Video Content

Caption
Don't let your Eid be ruined because
of this quarantine. DARAZ is here to
take care of that! Shop from Daraz
this Eid, and spend a happy
quarantine. Because Daraz theke
kinsen, toh bhai jitsen!

#BhaiJitsen #DarazMubarak
#Briefcase #EWUBC

Reach Like, Comment, Share

1714
51, 2, 7

Impression Engaged User

2707 180
 Objective Communication Relation to Bhai Jitsen

• Spreading the • Ensuring easy • Daraz paving the

1 message of the
2 access to
3 way to enjoy EID-
one-stop customers to fulfil UL-Adha while
being stuck at
experience their EID essential
quarantine is a
being offered by requirements,
“Bhai Jitsen”
Daraz while being feeling for the
confined at customers
• Propelling home for EID.
people to
purchase EID
gifts online from
Daraz
Objective

Caption
ভোবনছনলি Quarantine-এ কেন ন ভোনব প্ল্যোি
রনবি আেিোর নফউিোর ট্রোনভল প্ল্যোি?
DARAZ Flight নদনে আেিোন ঘনর বনেই টটন ট
োটোর েুনযোগ! ঘনর বনে এখিই টটন ট োটুি আেিোর
েছনের ট্রোনভল নিনিনিশনির আর ফ্লোই রুি
আেিোর েছনের েমনে!
েছনের Airline-এর টটন ট ন নি enjoy রুি 30%
েযন্ত
য নিে োউন্ট! তোছোডো Daraz-এর ওনেবেোইট
নভজিট নর কদনখ নিি আনরো অনি এক্স ্ লুনেভ
offers, coupons এবিং cashbacks!
এত discount-এ এখি টটন ট োটনল, েবোই বলনব,
"ভোই, জিতনেি!" `
Note-in-brief: This content has been created
only for Business Competition aspects. Please
do not confuse it with real life scenarios.
#BhaiJitsen #DarazMubarak #Briefcase #EWU
BC

Reach Like, Comment, Share

47, 37, 30
604

Impression Engaged User

784 76
 Objective Communication Relation to Bhai Jitsen

• Communicating • Incentivizing • Cutting down travel

1 the affiliation of
2 people to book
3 expenses in terms
Daraz with the their flight tickets of flight ticket is a
“Bhai Jitsen”
Airline Industry now, in this
situation for the
lockdown and
consumers
• Generating travel after the
revenue for the COVID-19 threat
airline industry fades away
during this
pandemic
Video Content

Caption
Order from Daraz Food today to enjoy
your favorite food from your preferred
restaurants! Daraz Food theke khabar
nilen, toh Bhai Jitsen! 🍔🍕🍟🍗
Note-in-brief: This content has been
created only for Business Competition
aspects. Please do not confuse it with
real life scenarios.
#BhaiJitsen #DarazMubarak #Briefcas
e #EWUBC

Like, Comment, Share

Reach 73, 23, 10

1779

Impression Engaged User

2512 186
 Objective Communication Relation to Bhai Jitsen

• Affiliation with • Showcasing the • Affiliation with Daraz

1 fading restaurant
2 diversification of
3 by the fading
businesses to Daraz into the business is a “Bhai
Jitsen” situation for
provide enhancing food delivery
these companies
offering to the industry
and also the
customers customers as Daraz
is bridging the gap
• Promotion of Daraz between these two
in becoming an parties during
actual one-stop quarantine.
shopping and
entertainment site
Carousel Advertisement

ইনদর িোনহদো কযটোই কহো ,

দোরোি কেন ন িনল েবোই বলনব,
ভোই, জিতনেি! 🔥

#BhaiJitsen #DarazMubarak
#Briefcase #EWUBC

Caption

Reach Conversion
407 50

Impression Engaged User

547 58
 - Encouraging customers
1 to visit Daraz for their Eid
Shopping, to enjoy the
diversified offers of Daraz
- Lets the audience visit
the website directly from
the post
- Generating Sales for
Daraz
- Showcasing the - Letting the audience
2 diversified offerings of 3 know that anything
Daraz you shop from Daraz
this Eid, you will be in
- The TG will also get to a “Bhai Jitsen”
know about the new situation
offers of Daraz Flight
and Daraz Food, along
the other products
Static Content

Caption
Daraz
presents #BhaiJitsi Contest-এ
অিংশগ্রহণ নর জিনত নিি আ র্ণীে য
েুরস্কোর! Capture রুি আেিোর
"ভোই জিতনছি" কমোনমন্ট, আর েোটিনে
নদি আমোনদর official কফেবু
কেইনি!

#BhaiJitsen #DarazMubarak
#Briefcase #EWUBC

Reach Like, Comment, Share

1221 42, 12, 30

Impression Engaged User

1587 88
 - Enabling the loyal and • Asking them to - The fact that our fans
1 excited consumer-base 2 mention “Bhai Jitsi” if 3 will mention “Bhai
to interact with Daraz, they loved their Jitsi” while showing
and also appreciate product, aligning our their favorite products
Daraz in the process campaign’s theme from Daraz – this will
with people’s love for enable the audience
- Attracting competitors’ Daraz products to feel positive
customers to visit daraz regarding shopping
and make a purchase from Daraz

- Collect User Generated

Contents
Video Content

Caption
Utmost thanks to everyone who
participated in the Daraz
presents #BhaiJitsi Contest! The
video submissions were just 🔥🔥
Mone rakhben shobai, Daraz
theke kinben, toh Bhai obosshoi
jitben!
#BhaiJitsen #DarazMubarak
#Briefcase #EWUBC

Reach Like, Comment, Share

80, 35, 26
2634

Impression Engaged User

3407 419
 - Letting the viewers - The constant mention
1 know that plenty of 2 - Letting everyone know 3 of “Bhai Jitsi”
people willingly that the social media of throughout the video
participated in the Daraz is very interactive relates directly with
#BhaiJitsi contest with its fan/audience our Eid campaign

- The fact that a lot of - The genuine expression

people are buying
from Daraz and loving
their products – this
message is shown to
the mass audience
of “winning”, since they
bought from Daraz, will
attract a lot of new
customers to Daraz
Situation Now Impact on Eid-UL-Adha
The Worldwide Reduction in Disposable income
Economy is a Recession of people, thus unqualifying the
option of many families to
sacrifice an entire animal (cow)
Bangladesh's poverty rate
may double to 40.9%
People Will look for alternatives
such as buying an animal in
Businesses are cutting portion but will be unable to
down Employee Cutdown access this facility due to the
or Reducing Salaries quarantine situation
Static Content

Caption
এবোনরর ক োরবোনির ইদ হনব এ টু নভন্ন, এ টু অিযর ম।
নরোিো ভোইরোে এর িিয অনিন রই এবোর ক োরবোনি েোলি
রনত এ টু ষ্ট হনব। েোনে নিরোেত্তোর োরনণ অনিন ই
গরুর হোনট কযনত িোইনব িো।
তোই Daraz নদনে েবোইন গরু ভোনগ ু রবোিী কদওেোর
েুনবধো। ভোনগ গরু ন িবোর িিয, Daraz এর ওনেবেোইট
নভজিট নর েছনের গরু Choose নর Buy in Portion
অেশি এ নি রুি। বযোে! এ নিন ই এ েোনে গরু
ক োরবোনি রোর আিে ভোগোভোনগ নর নিি Daraz-এর েোনে!
এইভোনব Daraz শুভ োমিো রনছ কবনশরভোগ মোিুর্ কযি
ু রবোিী নদনত েোনর, নিরোেদ আর ঝোনমলোনবহীি ভোনব।
Daraz-এর েক্ষ কেন েবোইন ক োরবোনি ইনদর শুনভেো!
Note-in-brief: This content has been created only for
Business Competition aspects. Please do not
confuse it with real life scenarios.
#BhaiJitsen #DarazMubarak
#Briefcase #EWUBC

Reach Like, Comment, Share

1865 60, 20, 31

Impression Engaged User

2404 120
 - This Solution will show
1 everyone that Daraz is
enabling numerous
individuals to participate in
Qurbani Eid this time,
keeping in mind the safety
precautions and current
Covid-19 situation
- Making the audience
understand that Daraz indeed
cares about the native
citizens around, and
understands their problems
- Utmost utilization of the
Daraz Online Gorur Haat
- Speaking out to the
2 customers, that they 3 couldn’t have followed
should reach out to
the Daraz platform, in
order to mitigate their
Eid problems this time
- Using the static
content to ask the
audience to visit Daraz
Online Gorur Haat for
making their Qurbani
Eid purchases
- For all the people who
the normal procedures
of qurbani eid this
time, Daraz is here to
give them that
opportunity.
This itself is a “Bhai
Jitsen” moment for them.
Video Content

Caption
Sad that you can't go out to get Eid Gifts
for your friends and family this time?
Don't worry! Just like Shihab here, you
can also get your favorite Eid gifts from
Daraz!
Daraz theke kinben, toh bhai jitben 💯!

#BhaiJitsen #DarazMubarak
#Briefcase #EWUBC

Reach Like, Comment, Share

1390 45, 25

Impression Engaged User

1928 296
 - Relating to all the - Communicating to the - Customers will be
1 audience who are 2 audience who is 3 thankful for Daraz
going to spend their always willing to buy since they can
Eid in quarantine this new things in Eid or is continue the
time willing to buy gifts in happiness of sharing
Eid or giving Gifts will be a
- Making sure that “Bhai Jitsen” moment
customers are - Since Daraz is here to for them.
happy/giving in this help, there is no
Eid as well, via reason to be upset,
purchasing gifts for even though most of
their friends and us will be spending
family using Daraz the Eid in quarantine
 Hashtag Marketing
Justification for using the Hashtags

#BhaiJitsen #DarazMubarak #EWUBC | #Briefcase

• Incorporating • These hashtags

• Aligning the fact Daraz Mubarak were mandatory for
that every time from Eid us to use in our
you purchase from Mubarak, campaigns, as per
Daraz, you will be extensively the Semi Final
a winner and find associating Daraz round case.
yourself in a “Bhai with Eid. This will
Jitsen” situation cause people to
think more about
Daraz in this Eid-
Ul-Adha
Query Management
 Team Agun Presents Daraz "Bhai Jitsen"
In order to make sure that we live up to the quality Daraz and its brand image, the
following things were taken into consideration:

1 All The Contents, 2 No sort of Meme

3 We did not share
Posts And Videos In Marketing or our contents in
Our Facebook Page unprofessional unrelated/unprofe
Were 100% Original marketing ssional Facebook
And Focused On tactics/contents groups in order to
Quality Contents. were used. boost our reach.

4 We tried to follow the 5 We did not reopen

6 Being the leading
same theme and any old Facebook E-commerce
design template in page to boost our platform in the
all the posts, in order amount of likes, reach country, the brand
to maintain or views. Needless to value of Daraz is
coherence. say, no sorts of Paid foremost to Team
Promotion was used. Agun.