Building brand demand and driving record-breaking 11/11 sales for Myanmar's leading men's grooming brand through a two-phase sequential messaging campaign on Facebook.
Tomahawk is a Myanmar-based men's grooming brand. The goal was to build awareness around new product lines and set a sales record on 11/11, the major regional e-commerce day. Campaign window: September to November 2019.
Performance Marketing Manager at Nexlabs: campaign strategy, Facebook media planning and buying, audience architecture, creative briefing, and optimization across both phases.
Two phases structured to work in sequence. Phase one ran September to October: mobile-optimized video building product awareness and how-to education, delivered via Facebook's Reach and Frequency tool to control message sequencing. The goal was to warm audiences before the promotional window, not to convert cold.
Phase two activated on 11/11: conversion-focused short-form video with urgency-driven CTAs, retargeted exclusively to audiences who had engaged with phase one. Every person who saw the conversion ad already had product knowledge. That sequencing was the whole strategy.
80x increase in incremental product sales on 11/11. 200% increase in monthly revenue over the campaign period.
Investing in a dedicated awareness phase before the conversion window feels counterintuitive when there's a clear sales target. Here it was the decision that made everything else work. Without phase one, phase two retargeting would have been conversion ads served to cold audiences.