Full Stack Strategist!
Illuminating Growth: The Light It Up PNG Campaign
Architecting a demand-generation engine that drove $76,000 in new B2B sales revenue for an emerging market in just three months by perfectly balancing digital insight with physical infrastructure.
The Market Context
The Infrastructure Challenge
Only 13% to 20% of Papua New Guinea (PNG) has access to electrification. Despite a desperate, genuine need for solar products, low population density and high forest cover make infrastructure projects and logistics incredibly challenging.
The Resource Gap
Our regional B2B partner, Solar Solutions PNG, lacked the growth bandwidth to scale. Operating with a lean team, they needed an automated sales and marketing infrastructure. I saw this gap as an opportunity to build a self-sustaining sales model from scratch.
The Digital Strategy
Finding The Wedge
The core of the strategy hinged on a specific market insight: while overall internet penetration in PNG is low, telecom providers offer free data specifically for Meta applications. The population uses Meta as their primary gateway to the internet.
Meta as an Ecosystem
Leveraging this behavioral insight, I bypassed traditional search channels and built a demand-generation engine entirely within the Meta ecosystem, utilizing native lead-generation forms to capture high-intent retailers without forcing them to leave the app.
The Execution
Sales Infrastructure
To handle the incoming demand, we hired two dedicated contractors on Solar Solutions PNG's payroll. I built the inflow pipeline, directing the Meta leads into a newly established CRM, and trained the resources on product specs and sales communications.
Aligning Incentives
We instituted a strict 48-hour Turnaround Time (TAT) for all lead follow-ups. To align incentives, the contractors were placed on a fixed commission structure tied directly to the unit economics of the specific products sold.
The Execution Pipeline
Building a seamless bridge from digital demand to physical distribution in one of the world's most remote markets.
THE MVP
We launched the pilot campaign with a highly targeted Meta Ads spend of just $400. In the first week, we generated 138 qualified leads, proving the viability of the channel and the market demand.
RESOURCING & CRM
To handle incoming demand, we hired dedicated contractors. I built the inflow pipeline, directing Meta leads into a new CRM, and trained the resources on product specs.
THE SLA
We instituted a strict 48-hour Turnaround Time (TAT) for all follow-ups, with contractors on a fixed commission structure tied directly to product unit economics.
CONTENT PRODUCTION
To fuel the ads, we produced authentic visual assets on a lean $1,200 budget, managing the concept-to-production lifecycle for high-impact videos shot on location.