Digital Marketing Portfolio
Isma Daniel
EZ Qurban — Full-Funnel Meta Ads Campaign · 2023
Digital Marketer
In-house · Solo Meta Ads Execution
01
Client Profile
Faith-Based Social E-commerce
Remote Qurban Execution Platform
EZ Qurban is a digital-first platform enabling Muslims to perform Qurban remotely. The organisation manages full end-to-end logistics — livestock purchase, halal slaughter, and meat distribution to recipients in need across multiple countries.
Why this product is different: Qurban is a seasonal religious obligation with a hard annual deadline tied to Eid al-Adha. Unlike standard e-commerce, 100% of revenue must be captured within a fixed window — creating a natural urgency dynamic similar to a Black Friday deadline, but with genuine religious stakes.
Campaign window: ~2 months · Post-Ramadan to Eid al-Adha
Entry Price
RM350 / part
Highly competitive vs. market
Key USP
"Qurban in 3 Minutes"
Frictionless e-commerce checkout
02
Market Challenge
The Blue Ocean Insight
Why fighting for the 30% was a losing battle
30% Active
Active Market
Already performing Qurban
30%
Untapped Opportunity
Unaware or uneducated
70%
70%
of the market was untapped The majority of eligible Malaysian Muslims had never performed Qurban — not because of price, but due to lack of awareness. This was our blue ocean.
Strategic Pivot: Rather than harvesting the existing 30% alongside every competitor, we shifted to market expansion — educating the 70% who had never participated. Move from "Buy Now" messaging to "Why Qurban?" storytelling.
03
Full-Funnel Strategy
TOF
Awareness
Emotional anchoring
→
MOF
Consideration
USP anchoring
→
BOF
Conversion
Scarcity & urgency
TOF
Top of Funnel — Market Expansion
Emotional Anchoring
Zero hard sell. No pricing, no logos, no "Buy Now." Creatives focused entirely on the spiritual purpose of Qurban — the joy of recipients, the weight of the obligation.
Cold audience targeting
KPI: Cost per ThruPlay
Video retention rate
Built >50% watch-time audience
TOF Creative
TOF Creative Sample
Notice: no price, no logo, no call-to-action. The visual leads with purpose and emotion — designed to stop the scroll without triggering "ad blindness" in a cold audience. Spiritual fulfillment is the hook, not the product.
Click image to enlarge
MOF
Middle of Funnel — Traffic & Consideration
USP Anchoring
Retargeted exclusively the warm audience (users who watched >50% of TOF video). Now that desire was established, ads introduced EZ Qurban as the smartest way to fulfill the obligation.
Warm audience retargeting
KPI: CTR & Landing Page Views
A/B tested static visuals
RM350/part messaging
MOF Creative
MOF Creative Sample
Messaging shifts to solution mode — price, ease, and speed are front and centre. Designed for a warm audience that already understands the "why" and now needs a reason to choose EZ Qurban over competitors.
Click image to enlarge
BOF
Bottom of Funnel — High-Intent Closing
Scarcity & Urgency
Retargeted cart abandoners and 7-day site visitors. Shifted to transactional creatives with countdown messaging. Unlike manufactured fake timers, the religious slaughter deadline created genuine, unmanipulated FOMO.
Cart abandoner retargeting
KPI: CVR & ROAS
Hard religious deadline
3× CVR spike in final 72hrs
BOF Creative
BOF Creative Sample
"Last Call" — tone is fully transactional. Countdown urgency leverages the hard religious deadline, not a manufactured timer. Loss aversion copywriting targets procrastinators who had already shown purchase intent.
Click image to enlarge
04
Business Impact
2023 Season Results
RM 11M+
Gross Season Revenue
RM200k
Ad Spend Managed
Return on total marketing spend
~70%
Online Contribution
Digitally-driven revenue share
RM200k
Digital Ad Spend
Primary channel: Meta Ads
Attribution insight — The Halo Effect: The remaining ~RM300k covered traditional media — TV, radio, and billboard. Despite this spend, the digital funnel served as the primary traffic engine. Customers who purchased offline had likely interacted with Meta ads during the consideration phase, making the digital campaign the primary awareness and intent driver across the full RM11M+ gross seasonal revenue.

* Figures based on 2023 season final reporting. Employed in-house role with direct access to business data.

05
My Role
Responsibilities
Full Meta Ads execution
Audience strategy & segmentation
Budget management (RM200k)
A/B testing & optimisation
Funnel strategy planning
Creative briefing (TOF/MOF/BOF)
Tools Used
Meta Ads Manager
Meta Business Suite
Meta Pixel
Custom Audiences
A/B Testing
Facebook Analytics
Team Context
Creative and distribution handled by a wider team. All Meta Ads strategy and execution was managed independently — by me.
06
Get In Touch
Interested in working together? Let's talk.
ismadaniel.work@gmail.com linkedin.com/in/danielisma