A zero-ad-spend digital campaign delivering trusted hygiene access through empathy-led communication.
The Challenge & Solution
When COVID-19 hit Myanmar, trust in informal sellers collapsed while demand for hygiene products surged.
The Strategy: Instead of a hard sell, I built a "micro-marketing" strategy based on reassurance. I used social listening to identify fears (pricing, safety) and countered them with transparent, bilingual WHO-aligned content.
My Role & Execution
Social Listening & Insights: Monitored FB Groups to identify pain points and adapt messaging in real time.
Content Management: Planned bilingual visuals with Canva & Meta Business Suite, optimised for peak engagement times.
Lean CRM & Analytics: Built Excel dashboards to track returning customers and coordinated last-mile logistics via Google Sheets.
📈 Results (Key Highlights)
+60% increase in online engagement
+45% follower growth with zero ad spend
3,000+ essential products delivered
Strong repeat-purchase and referral behaviour
🔧Tech Stack
✅Meta Business Suite
✅Facebook Insights
✅Excel Dashboards
✅Canva
✅Google Sheets (CRM)
🚀 Core Competencies
✅ Crisis Communication
✅ Content Creation
✅ Organic Strategy
✅ Community Management
✅ Logistics Coordination
Reflection & UK Relevance 🇬🇧
This initiative demonstrated how empathy-led messaging and agile social listening can drive meaningful engagement and sales, even during crisis conditions, without requiring ad spend. For the UK market, it demonstrates my ability to manage sensitive communications, build trust organically, and deliver measurable results through data-driven community management and lean digital strategy.
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