Bilal Khan Interview(s)

Viewpoints about Strategy/Planning

In a few words, can you tell us who you are what your job title is?

I am Bilal Khan in Team Reactivate as Design Director

Which aspect of your job do you enjoy the most?

It was a great entry-level position at a start-up agency. Not only was I learning more about marketing, but management was also very transparent, teaching us a great deal about owning a business. It was a very collaborative atmosphere, and the team and I worked together on almost every project. Everyone's weak point was countered by another's strong point. I learned more working there than I ever did in college, and I'm excited to apply these skills to a new position.

Creative freedom. I like to brainstorm and think out of the box for my concepts. My job can be very challenging at times, but then again, it pushes me and my senses to full potential.

What do you think will be the biggest challenge for brands in reaching consumers in the next five years?

I believe that the biggest marketing challenge will be a rapidly decreasing organic reach on social media platforms such as Facebook and Instagram. In recent years Facebook, which owns Instagram, has implemented a decrease in organic reach among these two social channels in an effort to force B2C marketers to spend more money on paid advertising. This has made it difficult to reach potential customers without spending a lot of money and I believe it will only get worse.

What project that you worked on are you most proud of, and why?

I worked for Unilever Pakistan's Serendipity Sunsilk and I proud of it because first time in Sunsilk's history we lead the APAC for this project.

How can data make us more creative? Can you give a recent example?

Data driven insights play a pivotal role in marketing success. In a recent campaign for Dove, a shampoo brand in Unilever, we leveraged on e-comm data which led us to key insights regarding consumer/shopper behaviours online. After research and studies we found that the Dove TG, women aged 18-35 years loved options to customize their purchases and we saw higher conversion numbers where the consumers had the option available to them.

Using this data driven insight, we designed a campaign for Women's day where we offered shampoo and conditioner bundles with customisable pouches where consumers could pick a pouch and then choose an empowering statement that would go on it. the campaign saw great success with online conversion and engagement numbers being highest ever for an e-pop up store we designed especially for this campaign.