Featured Campaigns
Strategic campaigns that drove measurable impact across multiple sectors
UNICEF Canada Digital Campaigns
Led digital execution for UNICEF Canada's largest annual fundraising initiatives, managing high-stakes campaigns across Meta, Google, Performance Max, YouTube, and TikTok. Coordinated digital agencies and internal teams to deliver integrated campaigns that balanced urgency, empathy, and trust-driven storytelling.
Key Campaigns:
- Year-End Campaign: Led UNICEF's largest annual fundraising campaign with full-funnel paid media strategy, audience segmentation, and continuous optimization
- Survival Gifts: Built product-based fundraising campaign from awareness to conversion, scaling gift purchases during peak seasonal windows
- Halloween Campaign: Executed rapid-turn digital strategy with short-form video and performance creative for high engagement
- Emergency Response: Built fast-turn deployment systems for global emergency campaigns, launching within hours of announcements
- Monthly Donor Acquisition: Optimized always-on funnels focused on lifetime value and retention performance
CHORKI OTT Platform Launch
Led complete digital launch strategy for Bangladesh's first original OTT content platform during COVID-19. Built brand positioning around local storytelling and cultural relevance, executing full-funnel campaigns to drive awareness, app installs, and subscriptions.
💡 The VCR Cassette Campaign
"When I joined CHORKI in 2021, we needed to create buzz during COVID-19 when in-person events were impossible. I asked: 'Which service are we replacing?' The answer: Cinema halls, Television, VCR, VCD. This sparked an idea: send artists who contributed to our platform a personalized VCR cassette with a personal letter about the launch. We customized each cassette with the artist's photo and packaging honoring Bangladesh's entertainment legends. The response was phenomenal - all social media channels lit up as artists shared their gifts, creating massive organic buzz for CHORKI's launch without paid collaborations."
Campaign Strategy:
- Built audience segmentation based on genre preference, watch behavior, and cultural affinity
- Scaled organic growth using creator partnerships, viral short-form formats, and episodic storytelling
- Developed content distribution ecosystem with YouTubers, film critics, and meme communities
- Managed continuous creative iteration and bidding optimization for consistent MoM growth
- Executed integrated teaser, trailer, and episodic release strategies for multiple original shows
Mayer Bhasha - Celebrating Regional Dialects
Most successful campaign celebrating Bangladesh's linguistic diversity. Created 10 videos in 10 different regional dialects to challenge stigma around regional accents and celebrate cultural identity. The campaign resonated deeply, reaching over 50 million people.
Campaign Impact:
- Created 10 thumbstopper videos celebrating 10 different regional dialects of Bangladesh
- Challenged cultural stigma where people felt ashamed to speak their regional dialect
- Generated massive engagement with strong regional ownership and pride
- Learned critical lessons about regional authenticity and cultural sensitivity
Cybersecurity Awareness Campaign
Addressed growing cybercrime and digital blackmailing in Bangladesh through three hard-hitting videos focused on revenge porn, social media scams, and digital exploitation. Campaign raised awareness about online safety and digital privacy.
Campaign Focus:
- Revenge Porn & Blackmail: Addressed people who leak private photos and videos of partners for revenge
- Digital Exploitation: Focused on young people sharing revenge porn or personal content on platforms
- Social Media Scams: Exposed how scammers pretend to be someone else through social media and calls
Autism Awareness Campaign
Created awareness campaign to address pervasive misunderstanding in Bangladesh where autism is often viewed as 'madness.' The campaign aimed to foster understanding and break stigma through education and empathy.
Campaign Goals:
- Challenge misconceptions about autism in Bangladeshi culture
- Foster understanding and empathy for individuals with autism
- Educate audiences on World Autism Awareness Day
- Break stigma through storytelling and awareness content
"Tolo Awaz - Raise Your Voice" Abuse Awareness
Groundbreaking campaign addressing the painful reality of abuse across different life stages. Created three powerful videos focusing on child abuse, teenage abuse, and workplace gender-based abuse. Originally intended to show abuse from a boy's perspective but pivoted due to cultural stigma around masculinity.
💭 Campaign Reflection
"Back in 2018, I had this idea to show the painful reality of abuse from a boy's perspective. Sadly, I had to let go of that idea because of the stigma around boys and abuse, especially in cultures where masculinity silences vulnerability. Even now, conversations about boys being abused are rare in Bangladesh, and it's heartbreaking. These stories are still hidden. If I get to work on something similar again, I'll bring this 'Silenced' issue into the light. Boys need to feel seen, heard, and understood, too. Abuse isn't about gender; it's about humanity."
Campaign Focus:
- Child Abuse: Addressed abuse in early childhood and its long-term impact
- Teenage Abuse: Focused on abuse during adolescent years
- Workplace Gender Abuse: Highlighted workplace abuse against women due to gender
- Challenged cultural taboos around discussing abuse, especially for boys