Serving Flavor with Strategy: Geo-Targeted Awareness Campaigns for Shangrila

Shangrila — a beloved name in Pakistan’s FMCG scene — wanted to go beyond traditional mass campaigns. The goal? Localized, data-driven product awareness, tailored to people’s tastes, seasons, and geography. I led a high-impact marketing initiative that combined programmatic display, dynamic creative, and contextual geo-targeting. From seasoning ads in Pakistan’s northern chill to mass reach across Maps apps, the result was high-recall brand awareness where it mattered most.

Focus Areas:
✅ Programmatic Display & Contextual Targeting
✅ Localized Campaigns by Region & Season
✅ Awareness Campaign Strategy
✅ Creative Development for Northern & Urban Markets
✅ Platform Integration (Google, Maps, Programmatic)
✅ Geo-Context Ads for Behavioral Segments

📌 The Challenge

Shangrila needed more than a billboard or TV ad — they wanted smart reach:

  • How do we make seasonal products relevant to specific regions?
  • How can we use location data to personalize the message — without overwhelming users?
  • And how do we scale awareness without losing control of spend?

🧠 My Approach

Flavor meets strategy. I developed a multi-platform awareness campaign that told the right stories to the right people — in the right places.

🌍 Regional Targeting

  • Ran programmatic ads in colder regions (Gilgit, Murree, Skardu) for Shangrila’s seasoning products — right when consumers were searching for cozy meals
  • Activated dynamic creatives based on weather, location, and device behavior

🗺️ Map App Placements

  • Leveraged Google Maps inventory and Waze ads to place Shangrila near restaurant searches and grocery locations
  • Timed campaigns to drive visibility during high footfall hours

🖼️ Creative Execution

  • Designed hyper-contextual banners (e.g. “Spice up your evening in Hunza” or “Perfect for your Karak chai dinner”)
  • Rotated creatives dynamically based on city, temperature, and local food culture

📊 Measurement

  • Focused on awareness KPIs: impressions, view-through rates, brand lift
  • Used heatmaps to understand which regions responded best
  • Applied retargeting pools for future product launches

📈 The Results

  • 📍 Geo-targeted ads generated 40% higher engagement in colder regions vs generic campaigns
  • 🌐 3.2M+ impressions served programmatically across Maps, Display, and Mobile Apps
  • 🧠 Increased brand recall for Shangrila seasoning products by 28% in Northern belt
  • 🎯 Established a data-first approach to FMCG visibility beyond mass broadcast

🗣 What the Brand Said

“This campaign felt smart and timely — we weren’t just advertising, we were showing up in people’s lives at the right moment.”
— Brand Manager, Shangrila

💡 Key Takeaway

Awareness doesn’t have to be a blunt instrument.
With the right data, tools, and creative — even an FMCG brand can create precision-targeted emotional impact, one region at a time.

📍 Want your FMCG product seen by the right people in the right place — without wasting budget?