Portfolio categories: <span>Marketing Campaigns</span>

Enjoy the Good Life

Project Date: August 2023

Objective:

• To create a high-impact video marketing campaign that promotes Mintt PNG Smartphones & Accessories.
• To engage the next generation of Papua New Guinean users with a catchy and culturally resonant message.

Campaign Overview:

• Partnered with South Pacific multi-awarded singer and Papua New Guinea’s most popular comedian, Tuli Mahn.
• Produced a music video for the original song “Enjoy the Good Life” by Sean Rii.
• The song and video highlighted island vibes and the theme of enjoying the good life.

Channels:

• YouTube: Uploaded the music video to reach a broad online audience.
• Facebook: Shared the video to engage with social media users.
• Television: Used as a TV commercial played on popular TV stations in Papua New Guinea.
• Radio: The jingle was used as a radio advertisement, played on popular radio stations.
• In-Store Music App: Integrated the jingle into the in-store music playlist to enhance brand presence in physical stores.

Achievements:

• Massive Engagement: The video and music garnered millions of views and significant engagement across all platforms.
• High Reach: Successfully reached a wide audience through diverse media channels.
• Brand Success: Recognized as one of the most successful branding campaigns for Mintt PNG.

My Role:

• Strategized and coordinated the partnership with Tuli Mahn and Sean Rii.
• Oversaw the production and creative direction of the music video.
• Managed the distribution of the campaign across multiple media channels.

Results:

• Millions of views and high engagement rates across YouTube, Facebook, TV, and radio.
• Positive feedback from the target audience, reinforcing the brand’s connection with the next generation of users.
• Enhanced brand visibility and awareness for Mintt PNG Smartphones & Accessories.

Technologies and Platforms Used:

• Video production tools and software.
• Social media platforms (YouTube, Facebook).
• Broadcast media (TV and radio).
• In-store music app for seamless integration of the campaign jingle.

JBL Pasifika

Project Date: September 2023

Objective:

• To celebrate Papua New Guinea’s Independence Day by connecting the celebration with the JBL brand.
• To create a unique and culturally resonant product that highlights the rich musical heritage of Papua New Guinea.

Campaign Overview:

• Partnered with local artist Nombri to create custom-painted JBL speakers.
• Each JBL speaker was uniquely painted with traditional musical instruments representing different provinces in Papua New Guinea.

Strategy:

• Collaboration with Local Artist: Engaged Nombri, a respected local artist, to ensure cultural authenticity and appeal.
• Custom Design: Focused on creating one-of-a-kind JBL speakers that celebrate the diversity and cultural richness of Papua New Guinea.
• Limited Edition Release: Positioned the custom-painted speakers as exclusive items to drive interest and demand.

Channels:

• Social Media: Promoted the campaign through platforms like Facebook and Instagram to reach a broad audience.
• YouTube: Created and shared video content showcasing the custom speakers and the artistic process.
• Website: Featured the custom speakers on the official website, providing detailed information and purchase options.
• In-Store Displays: Showcased the custom speakers in Fone Haus stores to attract in-person customers.
• Online Store: Made the custom speakers available for purchase through the online store.

Achievements:

• Cultural Impact: Successfully highlighted Papua New Guinea’s cultural heritage through a modern product.
• Customer Engagement: Generated excitement and engagement among customers and the wider community.
• Brand Alignment: Strengthened JBL’s brand association with cultural celebration and local artistry.

My Role:

• Led the overall strategy and execution of the campaign.
• Coordinated with artist Nombri to ensure the designs were culturally accurate and appealing.
• Managed the marketing and promotion of the campaign across various channels.

Results:

• Positive reception from the community and customers.
• Increased brand visibility and cultural connection for JBL in Papua New Guinea.
• Enhanced sales and engagement during the Independence Day period.

Technologies and Platforms Used:

• Social media platforms (Facebook, Instagram) for promotion and engagement.
• YouTube for video content showcasing the campaign.
• Official website and e-commerce platform for detailed information and online sales.
• In-store marketing materials and displays.

Leading Online Shop PNG

Overview:

In 2019, I spearheaded the creation and launch of the Fone Haus eCommerce platform, marking a significant milestone as one of the first eCommerce platforms in Papua New Guinea. Despite the challenging environment, our platform has stood the test of time and continues to thrive.

Challenges in Papua New Guinea:

• Delivery Restrictions to Remote Areas: Many regions are difficult to access.
• Limited Access to Online Payment Options: A significant portion of the population lacks access to standard online payment methods.
• Knowledge Gap: Customers were unfamiliar with online shopping and the order process.

Solutions Implemented:

• Strategic Delivery Research: To address delivery concerns, we implemented a click-and-collect strategy leveraging our extensive network of brick-and-mortar stores. Additionally, we partnered with TNT and FedEx to ensure deliveries to remote areas within 3-7 business days.
• Expanded Payment Options: Besides incorporating an internet payment gateway, we extended our payment options to include online bank deposits and pay-in-store options.
• User-Friendly Design: We developed an intuitive and easy-to-use website and mobile application.
• Customer Support: We created an onboarding team to guide customers through the online ordering process, providing near-instantaneous support during business days.

Achievements:

• Sales Milestone: In 2022, we reached 1 million kina in sales, establishing our platform as one of the most profitable in Papua New Guinea.
• Active User Base: We average 30,000 – 40,000 active users per month.
• Enhanced In-Store Sales: The platform aids customers in researching products online before making in-store purchases.

Platform Features:

• Click and Collect Option: Facilitates convenient order collection from our physical stores.
• Internet Payment Gateway: Ensures secure and efficient online transactions.
• Email Automation: Increases sales, loyalty, and retention through targeted email campaigns.

This project demonstrates my ability to navigate complex logistical and technological challenges while delivering innovative solutions that drive significant business growth.

Samsung Fold 5 & Flip 5 Launch

Project Overview I led the successful launch of the Samsung Fold & Flip 5 into the Papua New Guinea market, targeting Fone Haus stores and online platforms. This comprehensive campaign utilized an omni-channel marketing strategy to maximize reach and impact.

Role

• Project Lead

Campaign Strategy The marketing campaign was designed to create widespread awareness and drive sales through a coordinated multi-channel approach. The key components of the campaign included:

• Social Media Marketing: Engaging content and advertisements across various social media platforms to reach a broad audience.
• Google Display Ads: Targeted display ads to capture potential customers browsing the web.
• Video Marketing: High-quality videos showcasing the Fold & Flip 5’s unique features and benefits.
• Television Commercials (TVC): Strategically placed TV commercials to reach a wide audience during peak viewing times.
• In-Store Advertising: Eye-catching displays and promotional materials within Fone Haus stores to attract walk-in customers.
• Outdoor Advertising: Billboards and banners in high-traffic areas to increase visibility and brand recognition.

Key Features and Achievements

1. Social Media Marketing:
   • Developed and executed a social media strategy across platforms such as Facebook, Instagram, and Twitter.
   • Created engaging posts, stories, and ads to highlight product features and generate excitement.
2. Google Display Ads:
   • Launched targeted ad campaigns to reach potential customers based on their online behavior and interests.
   • Achieved high click-through rates and conversions through optimized ad placements.
3. Video Marketing:
   • Produced and distributed high-quality videos that showcased the Fold & Flip 5’s innovative features.
   • Videos were shared on social media, YouTube, and the Fone Haus website, attracting thousands of views and interactions.
4. Television Commercials:
   • Developed compelling TV commercials aired during prime time to maximize audience reach.
   • Highlighted the unique selling points of the Fold & Flip 5, driving interest and inquiries.
5. In-Store Advertising:
   • Designed and implemented attractive in-store displays to showcase the Fold & Flip 5.
   • Trained store staff to provide detailed product information and demonstrations, enhancing the customer experience.
6. Outdoor Advertising:
   • Placed billboards and banners in strategic locations to capture the attention of commuters and passersby.
   • Ensured consistent branding and messaging across all outdoor advertising materials.

Results

• Increased Sales: Significant boost in sales of the Fold & Flip 5 through Fone Haus stores and online channels.
• Enhanced Brand Visibility: Widespread brand recognition and product awareness across Papua New Guinea.
• Positive Customer Feedback: Received excellent feedback from customers about the product and the marketing campaign.