Online Eid Campaign Plan for

Covid-19 Impact

1
E-commerce platforms like Daraz are going through a booming phase in terms of
business since digital shopping is being consumers first choice in order to
maintain social distancing.

2
Social distancing has made many Restaurants, Hotels & Airlines lose their
businesses, and their survival at this moment requires flexible adaptability in
terms of branding and selling.

Situation Task in Hand Market Segmentation The Big Idea

Campaign Strategies
Reason Reach Takeaways
Analysis & Implementation
 Daraz Eid-al-Adha Campaign

Designing an online campaign partnering up with various

Restaurants, Hotels, and Airlines to ensure customer
engagement in order to merge the target market which
can be beneficial for the both parties.

Situation Market Segmentation Campaign Strategies

Analysis Task in Hand Market Segmentation
& Target Group
The Big Idea
& Implementation
Reason Reach Takeaways
 Market Segmentation

Geographic Psychographic

• Urban
• Semi-Urban • People who are concerned about maintaining social distancing
prefer to shop online. These customers are more likely to get
encouraged to avail the offers of the campaign.
• People especially the young generation who are active in social
Socio Economic Class media platforms will get engaged to the activities throughout the
campaign, which will help to generate immense reach to our TG.
• Upper Class • People who are anticipated about missing out a discount offer,
• Upper Middle Class as the offers of the campaign will be available for limited time.
• Middle Class • Food Lovers
• Travel enthusiasts

Situation Campaign Strategies

Analysis
Task in Hand Market Segmentation The Big Idea
& Implementation
Reason Reach Takeaways
 Using Exposure, Engagement,
Execution to maximize Eid
sales and grab a bigger TG for
Daraz and it’s partners.

The Big Idea

Situation
Situation Market Segmentation Campaign Strategies
Taskinin Hand
Task Hand Market Segmentation Reason Reach Takeaways
Analysis
Analysis & Target Group & Implementation
 Let’s Start With WHY
[Rationality Behind the Campaign Approach]
o The Jomidari Eid campaign focuses on creating a sense of joy and make the Eid an exciting one for the
customers among all the ongoing hardship.
o Instead of going for every digital marketing tool & meme templates you can find on google, we’ve catered
the campaign to maintain the Daraz Brand identity.
o A brand relevant campaign to grab a bigger customer base for the longer run along with the eid sales
boost.
o Although Daraz has it’s own mascot in Daz; in this dire situation people needed a bit of sense of awe to
find that Eid joy Back in their online shopping mindset.
o So, only for this campaign we’ve introduced a new mascot named Doki. Which will have the special task of
boosting the Eid Campaign.
o Another reason for these steps would be so that all the partnership deals and the allover dire situation
doesn’t bend the Daraz brand personality.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 The Triple ‘E’ Strategy
The big idea will be executed
through three phases.

Exposure Engagement Execution

Creating actively
Grabbing the
engaging
attention of the TG & Keeping the
promotional contents
increasing their campaign hype active,
to introduce the
curiosity for the While maximizing
deals and offers.
upcoming phases to sales and new
Ensuring campaign
ensure campaign customer retention.
awareness &
visibility.
maximum reach.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 The Campaign Page

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Implementation

Phase 1
Exposure Phase

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Exposure (Content 1) Campaign Hype

The first content of the campaign is

specifically designed to generate
curiosity among the TG about the
upcoming phases. It easily grabs
their attention because of pointing
out the dilemmas and restrictions
caused by the current situation. It
makes the TG interested about the
next campaign as it gives a hint of a
solution.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Exposure (Content 1) Campaign Hype

The comment section resembles the

generated curiosity among the TG to
know more about the upcoming
contents. Thus creating the desired
market hype.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Exposure (Content 2) Campaign Mascot Doki

Doki Alter Ego’s of Doki

Unveiling the Campaign Mascot
‘Doki’
Though Daraz already owns a mascot, we’ll introduce this
exclusive one for specifically this Eid Campaign. It works as a
brand reestablishment resembling a special friend on this Eid. Doki the Hotel Manager

Its simple yet catchy name will help the TG to remember the
campaign of Daraz later on ensuring brand awareness. It looks
like a shopping bag, and can be given different characters like
Koshai, Pilot, Manager etc (explained later).

This mascot will have a significant impact on creating interest Doki the Pilot Doki The Koshai
about the next phases among the TG

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Exposure (Content 2) Campaign Mascot Doki

Let’s See The Video

Play

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Exposure (Content 2) Campaign Mascot Doki

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Implementation

Phase 2
Engagement Phase

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Enter SlideShow Mode to Play the GIF.
Engagement (Content 1) Doki the Koshai Challenge

In the first content of

Engagement phase we
challenged the viewers to find
“Doki the Koshai” by pausing the
GIF. They have to put a
Screenshot of that and challenge
three of their friends to avail a
50% discount offer on various
restaurants and on selected
items(Food items, Groceries)
from Daraz.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Engagement (Content 1) Doki the Koshai Challenge

The comment section

resembles the generated
active engagement among
the TG. An exciting content
creating amazing buzz in a
time when people just loves
social media challenges

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Engagement (Content 2) Doki the Hotel Manager

In the second content of

Engagement phase we
challenged the viewers to find
out the missing things and to
inbox us their solution.
This mainly targets hotel
bookings and also an impact on
the purchasing behavior
encouraging people to buy over
25k+ on Daraz.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Engagement (Content 2) Doki the Hotel Manager

The inbox activity shows the

immense response. At this
point we had to tell people
personally that this is just a
part of a competition, not
the real campaign yet.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Engagement (Content 3) Doki the Pilot

This content focuses on the airline

deals. Encouraging people with
great deals.
Also 40% discount on selected
Daraz travel items(Travel bags,
Dress, Kits etc) that are underselling
during this pandemic.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Engagement (Content 3) Doki the Pilot

A lot of travel enthusiasts started

gathering around. Which also
ensures brand expansion and
market growth of Daraz.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Implementation

Phase 3
Execution Phase

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Execution (Content 1) Offers in a Nutshell Meme

In the execution phase the main

focus was to keep the campaign
hype running. Ensuring maximum
sales and also creating a bigger
loyal customer base.

The first content of this phase is a

legendary meme template that
reminds customers of the
unbelievable deals & offers Daraz
is putting on the table

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Execution (Content 2) Trend Utilization

This content was based on

an ongoing trendy rumor.
Utilizing this is a industry
tested marketing method.
This creates the viral flavor
and the customer
excitement Daraz craves for,
while expressing the
reliability and swiftness of
the brand.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Execution (Content 3) Final Promo Video

This is one of the last contents.

It gives a feel-good vibe and
ensures the last moment push
and maximing the utility of the
campaign.

Play

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 Execution (Content 4) JomiDaraz

The final post. Revealing the

‘JomiDaraz’. This is an
amazing tool to keep the
customers on a hook
throughout the whole
campaign. The last moment
exciting buzz is the one thing
every successful campaign
craves for.

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies Reason Reach Takeaways
Analysis & Implementation
 These are the page insights from
Threat Level Midnight’s campaign.
It was an amazing learning curve
running this campaign. And we’re
proud to reach such a large
number of organic reach in such a
short period of time.

All the reach Data was generated on around 9:38 PM, 7/4/2020.

You can visit this to access the Fb generated post reach Excel File:
https://drive.google.com/drive/folders/1AnnA0Qtq7DdgBx9dRDZMbdc
Ikeg-_ye9?usp=sharing

Situation Market Segmentation Campaign Strategies

Analysis
Task in Hand
& Target Group
The Big Idea
& Implementation
Reason Reach Takeaways
Situation Market Segmentation Campaign Strategies
Analysis
Task in Hand
& Target Group
The Big Idea
& Implementation
Reason Reach Takeaways
 Campaign Feasibility
& Takeaways
o All the campaign tools ensures maximum penetration in the targeted
customer base.
o The campaigns ensures the desired 2 factors:
• Grabbing new customers for Both Daraz & the Partners.
• Boosting Eid Sales of Daraz.
• Boosting the partner companies.
o All of these while maintaining the core Daraz brand identity.
o With a lot of competitive online retail platforms creeping up, this will be a
very big win for Daraz.
o Overall the perfect campaign Daraz needs now.

In case of any mishaps on the campaign media files please check this link:

https://drive.google.com/drive/folders/1leb3XFb42dmgSVhughYpbwCeeDY035sj

Situation
Task in Hand Market Segmentation The Big Idea
Campaign Strategies
Reason Reach
Takeaways
Analysis & Implementation
Thank You