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 producing nature-inspired pomades and styling products. The business wanted to grow brand awareness around its new product lines, acquire new customers through online channels, and break its sales record on 11/11, the major regional e-commerce sales day. The campaign ran from September to November 2019.
As Performance Marketing Manager at Nexlabs, I led the campaign strategy, Facebook media planning and buying, audience architecture, creative briefing, and performance optimization across both phases of the campaign.
The campaign was structured in two distinct phases designed to work together sequentially. Phase one focused entirely on building awareness and product education before 11/11. We created mobile-optimized video ad formats using vibrant, colorful concepts that highlighted the key selling points of Tomahawk's new product lines and included how-to-use demonstrations. We ran these as a sequential messaging campaign using Facebook's Reach and Frequency tool, which allowed us to control the order in which audiences saw different messages, telling the product story in a structured sequence rather than serving random ads.
Phase two activated on 11/11 itself. We switched entirely to conversion-focused ads featuring energetic short-form mobile video with strong CTAs designed to create urgency around the limited-time promotion. Critically, we retargeted only audiences who had engaged with the phase one awareness and educational content, meaning every person who saw the conversion ad had already been warmed up with product knowledge. This dramatically improved conversion rates compared to cold audience targeting.
The two-phase campaign delivered 8,000% incremental product sales on 11/11 promotion day and a 200% increase in monthly revenue over the campaign period. The sequential structure proved far more effective than a standard always-on campaign approach, validating the investment in the awareness phase as the foundation for conversion performance.
Sequential storytelling is significantly more effective than spray-and-pray conversion campaigns, even for relatively small FMCG brands. The willingness to invest in a dedicated awareness phase before the conversion window opened was the strategic decision that made the 11/11 results possible. Without the warm audiences built in phase one, the phase two retargeting would have had a fraction of the impact.