- Achieved 42% growth in social media followers and a 33% increase in engagement over 8 months across Facebook, Instagram, and TikTok, while driving a 79% increase in content reach.
- Launched 3 in-app features to build hype before 11.11 —AskDaraz chatbot, Any 3 Bundle Deals, and Daraz Persona—enhancing user experience and conversions, leading to a 21% increase in platform users.
- Addressed challenges in brand uplift, visual aesthetics, international relations, and manpower cost reduction.
I began by understanding the pain points of both the management and local teams, setting clear expectations, and crafting examples to streamline communication. To help the local teams adapt quickly, I conducted design audits and hosted bi-weekly sharing sessions to ensure alignment, intensify strategies, and foster collaboration. I realised that when I am sincere and helpful, the local team becomes more willing to follow and collaborate.
Here are some of the visuals from before I joined:
Within one month, we saw a significant improvement in aesthetics. Here are the visuals created by the same team, which not only became more distinctive between festive themes and campaigns but also maintained brand consistency.
As 11.11 Sale was relatively new to the South Asian market, it was essential to incorporate key elements such as a prominent 11.11 title, clear discounts, online shopping visuals, and the message that “you can buy everything on Daraz.”
November coincides with the popular wedding season. To align with this cultural context, we created a wedding-themed advertisement featuring KOLs dressed in wedding attire, with a humorous twist to the storyboard.
As a result, the 11.11 sale in Nepal saw a 6x increase in rural shoppers compared to the previous year and garnered over 1 million organic views on YouTube for the ads.
We discovered that people enjoy jingles. To capitalise on this, we collaborated with a local production house to create a music video featuring a catchy tune and signature hand gestures, capturing the happy and lively spirit of shopping on the Daraz app.
This ad laid a strong foundation leading up to 11.11, successfully gaining widespread awareness among the people. As a result, Bangladesh achieved the 11.11 sales target in just one day.
For the photoshoot, we collaborated with the local team and two famous KOLs in Bangladesh. I provided references, materials, and guidance on posing, themes, and the selection of props to ensure alignment with Daraz platform’s key categories. These photos were used across our campaign collaterals to maximise exposure.
Where extreme inflation has made everything more expensive, we introduced a humorous ghost-like mascot in the 11.11 advertisement. This mascot appeared in various everyday scenarios, symbolising rising costs. Ultimately, the mascot was chased away by the arrival of 11.11, representing affordability and great deals.
To achieve this, I developed comprehensive design guidelines centered around the 11.11 theme. These guidelines include best practices and ready-to-use templates for major visuals. Here’s a glimpse of the dos and don’ts:
From the example below, the guidelines have proven effective in helping me remotely guide local designers to create consistent and high-quality designs.
For each campaign, we will I update the screenshots on the Daraz app’s download pages to ensure the latest campaign information is highlighted. This regular refresh keeps the app’s presentation dynamic and relevant, attracting new users and engaging existing ones by showcasing the most compelling aspects of the current campaigns.
By leveraging machine learning, we identified consumers’ shopping behaviour and retargeted them with paid advertisements on social media.
Daraz is a comprehensive e-commerce platform that offers various mechanisms for online shopping. To enhance the user experience, I focus on creating intuitive visuals that guide users through these processes. This includes designing pages with distinct colour themes to drive recall, such as orange for main pages, green for free delivery, and purple for mega deals. All of these efforts are aimed at providing the best possible shopping experience.
