Kansai Paint Pakistan: The Powerful Secret to Colorful Friday
A Black Friday relaunch of a dormant rustoleum spray category drove a 200,000+ remarketing list and a 45% sales conversion rate.
The challenge
Kansai Paint Pakistan wanted to relaunch a dead product category — rustoleum sprays — by taking a chance on one of the year's biggest shopping events, Black Friday.
Our approach
ZAM Studios structured a “one free product per user” offer to build category awareness, then used the resulting first-party data to remarket the right product to the right users afterward.
Results
1.1M+
Campaign reach
50K+
Website visits
45%
Sales conversion
200K+
Remarketing data points
Frequently asked questions
Straight answers about kansai paint pakistan: the powerful secret to colorful friday for businesses in Pakistan.
What was the goal of the Kansai Paint Black Friday campaign?
To relaunch a dormant product category — rustoleum sprays — on Black Friday and rebuild market awareness and sales for the category.
Why was this category considered “dead” before the campaign?
The rustoleum spray category had lost visibility and sales momentum, requiring a fresh angle rather than a standard discount promotion.
What offer structure was used to relaunch the category?
A “one (any) free product for one user” offer was used to drive trial and awareness of the category during Black Friday.
What results did the campaign achieve?
The campaign reached 1.1M+ people, drove 50K+ visits to the website, achieved a 45% sales conversion rate, and built a remarketing list of 200K+ data points.
How was the remarketing data used after the campaign?
The brand used the collected first-party data to remarket the right product to the right users after the initial Black Friday push.
Why did a free-product offer work better than a discount here?
A free-product mechanic drove higher-intent trial and data capture than a simple percentage discount would have for a category needing awareness rebuilding, not just a price nudge.
Can this approach work for other dormant or underperforming product categories?
Yes, the combination of a high-value trial offer plus structured remarketing is a repeatable approach for reviving other stalled categories.
How is a 45% sales conversion rate significant?
It's notably high for a cold or dormant category, reflecting both the strength of the offer and precise targeting of relevant Black Friday shoppers.
What platforms were used to drive the 50K+ website visits?
Traffic was driven through digital campaigns timed to the Black Friday shopping event; specific channel mix is scoped per campaign.
Did this campaign run only during Black Friday, or continue afterward?
The initial push was timed to Black Friday, with remarketing continuing afterward using the data collected during the event.
Could a smaller retail brand run a similar category-relaunch campaign?
Yes, the same free-trial-offer-plus-remarketing structure scales down to smaller budgets and categories.
What can other retail and manufacturing brands learn from this case?
That reviving a dormant category benefits from a strong trial mechanic paired with a clear remarketing plan, not just increased ad spend on the old messaging.
Did ZAM Studios manage the full campaign, including creative?
Campaigns of this scope typically include creative, targeting, and remarketing strategy as one coordinated engagement.
How is a campaign like this priced?
Retail relaunch campaigns are scoped by reach goals, offer structure and remarketing scope — see Digital Marketing and pricing for general guidance.
How do I start a similar campaign for my brand or product category?
Book a free discovery call through contact to discuss your category and campaign goals.