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
- 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)
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
Problem-Solving Highlights
- “We’re Just Another Shop” → Created Instagram-worthy corners (e.g., floral swing for mom selfies) → UGC exploded
- “Young Families Go to Big Malls” → Launched “Small Prices, Big Happiness” ads contrasting prices vs. Emporium
- “No Repeat Customers” → Introduced “Fami Points” (stamp cards for discounts) → 25% retention boost