Alehsa Mart eCommerce Launch Campaign

E-commerce industry is quite competitive with a lot of strong players in the market where few are operating for long time. Establishing a new brand with a target of being one of the top players in a quarter in this competitive market is extremely challenging but we had to take it. Facebook became very cluttered media, so to make the brand standout of the clutter needed well thought and proper strategies.

Objective was to launch the brand with huge buzz from day 1 and to reach the entire population of Dhaka City, including some country wide presence, within only 3 months establishing Alesha Mart as the top e-commerce brand.

The core idea was to create hype via word of mouth or conversations. I came up with a strategy to point out the everyday e-commerce shopping-related problems customers regularly face on the leading e-commerce sites and bring Alesha Mart as a solution to those problems. The plan was to run a teaser campaign highlighting the problem, then the brand launch as a solution followed by regular product & feature promotion and offers. We used Facebook & Instagram to effectively promote the brand to increase awareness and also drive consideration & conversions.

I have started with the teaser campaign using some popular influencers who published posts highlighting different types of bad experiences regarding online shopping. After the brand launch, we introduced Alesha Mart as a solution to the problems. We started promoting 3 witty teaser videos indicating the existing drawbacks of the major competitions to create talkability within a short period. At 12AM of 1st January, we unveiled the logo on social media wishing New Year and started promoting the thematic video commercial. For the launch event promotion, we simulcasted the live event on the Facebook pages of the top 10 TV stations and 9 radio stations to increase the reach, create hype & amplify the launch. Apart from these, we continuously published and promoted products, features, and offers during these three months. We used different objectives like reach, video views, engagements, message, traffic, app install campaigns to create brand awareness and conversions.

During these 3 months, with the Facebook & Instagram paid campaigns the campaign have reached 32+ million unique people around the country which is almost 82% of the total users. Facebook & Instagram campaigns generated a total of 46+ million impressions, 14.5+ million video plays, 74.7+ million engagements, 4.6 million + link clicks and 125,633 app installs. We have reached 4.6+ million people organically during this period. During the campaign period, Alesha Mart was the talk of the town and I have established the brand as a key e-commerce brand of Bangladesh meeting the objective of Alesha Mart mentioned above.