The Campaign

Our creative idea was simple: The biggest shopping event of the year – Black Friday – comes to Pakistan! First ever exclusively-online shopping event of this scale with such huge discounts! Online shopping and payment is a concept still very much limited to the major urban cities of Pakistan and as yet hasn’t managed to reach consumers in towns & villages. Hurdles to entry include, but are not limited to, a lack of: • Awareness • Trust and reliability • Financial services access Consumers further needed to be informed of the festival and its offers, which included a discount incentive to overcome their mistrust and try online shopping for the first time. The expected outcome was to create an environment for every Pakistani to comfortably transact online regardless of the town or village or city to which they belonged.

Creative Execution

Pre-Hype Phase (9th – 16th Nov): • Posts and banners on Facebook explaining Black Friday’s significance. • Press conference to announce upcoming event • Articles and blog posts in top tech and lifestyle blogs Hype Phase (17th – 26th Nov): • Teaser announcing the arrival of Black Friday • Digital content communicating the offers and deep discounts on big ticket items • Tutorials explaining Easypay and the 3 payments options for availing the additional discounts offered. Event Phase (27th – 30th Nov): • Remarketing lists, generated during the hype phase, were used to target interested users with ads displayed on Facebook, GDN, Gmail, Twitter, Yahoo and more. • A conversational approach on Twitter, asking our users evocative questions and coupons for top responders. • All communication updated live on the web and social assets to account for any changes

Regarding awareness: •More than 1.5 million people visited Daraz.pk on Black Friday •32% customers were newcomers to online shopping •By the end, only 8% of the people polled were unfamiliar with BF. (Refer to Appendix section in Digital Supporting Document) •Facebook achievements: -135.3% more impressions than planned -74.3% more clicks on our posts than planned. -265.7% higher average engagement rate than industry average -Increase in followers by 42,310 -Facebook page Total Engagement: 491,000 Regarding accessibility: • 33% prepaid orders on Black Friday as compared the previous 2% prepaid order norm before Black Friday. • During Black Friday, Easypaisa national ever use rate MFS categories: 94% Regarding pushing Black Friday to small towns & villages: • 32.5% of the transactions made during Black Friday were from small towns & villages including remote places. • During Black Friday, Easypaisa total awareness rate MFS categories in rural areas: 99%

Target Audience (consumer demographic / individuals / organisations) • Primarily 18 – 45 year old internet active users from all over Pakistan, most of whom have a personal income • Bargain hunters and those interested in electronics, technology and fashion product categories • Belong to Sec A B & C, tech savvy, with 54% having personal income. • More inclined towards speed, efficiency & convenience. Approach • The inherent mistrust, in the masses, for online shopping/payments was the main challenge and it was imperative to tackle this by leveraging on brand equity. • Our communication challenges included: • Effectively communicate the Easypay payment methods: • Mobile Account • Over the Counter • Visa/Master card • Create an understanding of the usage process for these payment methods • Constant relay of updated information to consumers during the sale • 24/7 customer query resolution on all mediums (social/web)