← All case studies
OLX Group·2020-2021·Social Media & Content Head
OLX - owning the conversation around classifieds in Pakistan
Turning a transactional platform into a cultural one.
The Story
Problem
OLX was a tool people used, not a brand they talked about. The category conversation was dominated by transactional UGC, not the brand itself.
Insight
Classifieds is a treasure-hunt category. People come back not for what they need, but for what they might find - that energy belongs in the brand voice.
Solution
A social and content playbook that leaned into the cultural quirks of Pakistani buying and selling - humour, drama, recognition.
Execution
Original social content, partnerships and reactive campaigns built around the category's natural storylines.
Impact
- Brand voice that earned organic engagement, not just impressions
- Content team and rhythm that could keep producing post-handoff
Want this thinking on your brand?
Twenty minutes, no pitch. I'll tell you which engagement fits - or that none of them do.
Book a call