In honour of Independence Day and in collaboration with Mobilink, Pakistan’s ecommerce leaders Daraz and Kaymu, collectively known as Daraz Group, are having a massive online sale event at www.daraz.pk/independence-day-sale – the event started on August 13 and is still live on the website due to the overwhelming numbers.
An interesting element of this campaign has been the partnership with The Citizens Foundation. This Independence Day, Daraz partnered with TCF, whereby not only will the leading ecommerce portal donate 1% of the revenue on each order but has also given customers a chance to donate online. Daraz tied in The Citizens Foundation’s Baghbaan Programme with its Independence Day campaign at www.daraz.pk/tcf. Through the Baghbaan Programme, customers can make a donation of Rs 1,250 and support a child’s education for the entire month.
To drive more and more people to support this cause, donors are being encouraged to take up the Baghbaan Challenge, whereby they need to make a video of their pledge, post it on their social media pages and tag two friends to take the challenge.
Kaymu and Daraz also ran a Tweet to Donate campaign around the Independence Day Sales! For every tweet received on the campaign, they donated a t-shirt with the Pakistani flag to the various Walls of Kindness around the country. The campaign was very well received with hundreds of shirts donated to the Walls of Kindness and, consequently, Kaymu and Daraz were able to share the Azaadi fervor with the underprivileged segments of society as well.
Daraz Group’s campaign this year has been all about building on the patriotic fervor. The underlying purpose of the entire sale is to celebrate the best of Pakistan with a powerful hashtag #HumPakistani being the anchor.
To build up the positive vibes around Independence Day, Daraz Group also released a video celebrating all the unique elements of Pakistan, tugging all the right heart strings. Within a week, the video has seen over 43,000 shares and 1.2 million views on Facebook.