araz is the leading eCommerce store of Pakistan. It was started as an online fashion eCommerce marketplace in 2012 but later expanded into a broad range of products. In 2018, it was acquired by Alibaba Group.
Every year Daraz.pk organizes the world’s biggest sale under the title Daraz 11 11 – Gyara Gyara. They open huge deals and discounts for their customers in this sale. From electronic items to fashion accessories and daily use products, they offer everything on the Daraz app and website. But have you ever thought, what’s behind the name 11.11?
No? Let’s figure it out for you.
11.11 is the singles day celebrated through shopping. It’s famous in China. The number “1” in 11.11 represents a solo person. Alibaba chose it for Daraz for offering the sale on the same dates. It’s a concept of the west which is now getting popular in Pakistan. From the three consecutive years, we’re having the 11.11 sale in Pakistan. Daraz spends a hefty marketing budget on this campaign. You’d have also seen them promoting everywhere. In an in-depth analysis of their campaign, I extracted 11 marketing lessons from it. Let’s take a look at them:
The Name – Daraz 11.11
Digits like 10.10, 11.11, and 12.12 rarely come in a year. They are easy to remember and great for launching any marketing campaigns. Since it’s not just a number but a whole concept behind but it rises a curiosity to check what’s so special in it.
Creating the Hype
Good marketing is the one which makes people talk about the campaign or the product. When the popular celebrities of Pakistan reveal their “50 Crore” crime scene attires, people started relating it as the Pakistani version of Money Heist. It was hard for them to see the Lollywood stars copying their favorite Hollywood series. The whole plot makes the 50 crore campaign talk of the town and Daraz 11.11 launch mission got successful. The PR campaign got the best engagement and people started waiting eagerly for the sale. This is how they launched Daraz 11.11 2020. The campaign then turned out to be providing 50 crore discounts on 50 million instead of a movie. This was like an arrow, hit on the right spot.
The Sale Itself
Being the sale itself is a big marketing strategy because people are attracted to the word Sale, Discounts, 50% Off, Clearance sale and more. But Daraz is one step ahead by calling it the world’s biggest sale of the year. Now, the ones who even don’t need to buy anything will surely make something out of this sale because it’s called the worlds’ biggest marketing sale. Sounds clever!
Customer Engagement Programs
If you open your Daraz app, you’ll see a lot of engagement programs such as 1 rupee game, play and win, how to win return tip to turkey, LED TV by Daraz, and Rs.500 vouchers. To enrol in the competition, you have to log in on the app daily. Now, the more you login, the more you’ll see new discounts and deals which will induce you to buy the products. This is a good approach to increase customer retention on your app or website and direct them to the sale.
Daraz did everything to skyrocket the Daraz 11.11 sale 2020. They don’t even leave the influencer marketing behind. By collaborating with leading Pakistan’s influencers like Nadir Ali, Ali Gul Pir, Areeka Haq, they launch the competition between these influencers. Now, these influencers will do their best to attract their follower’s interest in the sale because the ratio of their purchase will decide the influencer’s success. Plus, to win, all these ambassadors will promote the Daraz 11.11 sale and products to great heights.
People can miss the internet calls and promotions of the Daraz 11.11 sale but they can’t skip the billboards placed on their routes. The huge billboards will capture their attention and spark the interest to see what’s in the worlds’ biggest sale. So, with online marketing, they are also making the most of offline marketing. The lesson here is that they aren’t relying on one medium only.
Top and high-rated brands of Pakistan’s are the partners and sponsors of this sale. This means all the top-level brands will also be advertising the sale on their social media sites. It will let their customers know about the sale. Note that, this time the brand partners of Daraz are GSK, Infinix, Generation, RealMe, Huawei, and more. You can now estimate the masses interest in this sale.
If you have participated in their games, there’s a step of reviewing the purchased product with a photo. In addition, they also give discounts to customers for reviewing the product. A good marketing strategy is to make people talk about your product. The new visitors take help from the reviews to buy the product. It increases product credibility and also its sales. And yes, they are also taking the benefit of it.
Blogs – Keeping It All Transparent
Blogging is the key to make the customer understand your business. By writing plenty of blogs to explain the teeny-tiny details of your product, you can resolve customer doubts and win their trust. Now, if you visit the Daraz blog, you’ll notice that they have explained all aspects of Daraz 11.11 sale 2020 in detail. From buying guides to how to make the most of the sale, it’s up on their blogs. In summary, they are helping people to help Daraz grow.
Social Media Marketing
Social networks are the best to gain traction for your business. If you’re consistent in posting on Facebook, Instagram, LinkedIn or any other network, you can build a great audience for your campaign. And that’s what Daraz did. On their Instagram and Facebook, they announce each and everything step by step. Also, they use storytelling feature to reveal behind the scenes of Daraz 11.11 which is a good social media marketing strategy to pique audience interest.
Being an eCommerce giant in Pakistan, Daraz hasn’t missed any medium to market their campaign. The sales ads not only features on YouTube but also the commercials. These commercials between your watch time induce you to Daraz 11.11 app download and then becoming a part of their sale.
Other than these, Daraz has also launched their pick-up points all over Pakistan so people who can’t pay online can collect their parcels from the nearby store. It adds to their convenience and removes the hassle of digital payments.
Over to you…
If you want to be a marketer in the future, you should keep an eye on every promotional activity around you to learn how brands are building their online presence. Only by keeping a clever eye around, you can know many things.
You can also help me make this blog more meaningful by adding your lessons in the comments below.
I prefer books and diaries more than phones and Facebook. Soulfully connected to Pakistan. And I passionately believe that I can change the world through blogging.