Familien Mall
What I Did
Branding & Growth Marketing Lead
Timeframe
1 Year
Location
Familien Mall (Kareem Market, Lahore)
Services
Online sales, Foot traffic growth, Omnichannel brand awareness
Overview
🎯 The Mission
Elevated a local multi-category mall (apparel, toys, home goods) into a modern shopping destination by driving:
✔ Online sales (Facebook/Instagram + WhatsApp orders)
✔ Foot traffic growth (hyperlocal campaigns)
✔ Omnichannel brand awareness (physical + digital)
Key Achievements
✨ What I Delivered
🎨 Branding Overhaul
✔ Created logo, color palette, and mall signage unifying 50+ diverse shops.
✔ Defined brand voice: “Your Family’s One-Stop Happiness Store”.
✔ Shot lifestyle photos (families shopping) for consistency across touchpoints.
📈 Marketing Campaigns
| Goal | My Strategy | Result |
|---|---|---|
| Online Sales | Launched shoppable Instagram posts + WhatsApp catalog | 25% revenue from social orders |
| Foot Traffic | “Weekend Family Deals” (SMS blasts + parking discounts) | 40% more weekend visitors |
| Brand Awareness | TikTok challenges (#FamilienFashionShow) + in-mall photo ops | 500+ UGC posts |
Why It Mattered
COVID response: Became a lifeline for essentials in underserved cities.
Proved viability of hyperlocal models in small-town economies.
Lessons & Outcomes
✅ Scaled to 3 cities with 10,000s of users.
⚠️ Challenge: Macroeconomic instability impacted unit economics.
📈 Legacy: Validated demand for agile delivery in tier-2 Pakistan—a blueprint for future ventures.
