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🎬 Content Pipeline
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📅 Pre-Launch Content Calendar
30 pieces — 5 weeks to go live · tap to expand
Production Timeline — Who Does What Each Week
Week 1
Setup + Photography
- Days 1–2: Buy props, set up backdrops in both cities
- Days 3–5: Product photography — every product, both cities, same backdrop
- Azaan: Set up Canva brand kit and all 5 templates
Week 2
All Filming Done
- Days 1–2: Assembly Reels × 4 (2 per city)
- Days 3–4: Reveal Reels × 2 + BTS Reels × 2
- Day 5: POV Reels × 2 + Same-day delivery Reel
- Azaan: Start designing carousels from Week 1 photos
Week 3
Azaan Edits + Designs
- Azaan: Edit first 6 Reels (part-time, 3 hrs/day)
- Azaan: Complete all 10 carousel designs
- Iqra: Photograph one real order start to finish for Order-to-Delivery carousel
- Laiba: Film customisation showcase Reel
Week 4
Finish + Review
- Azaan: Edit remaining 6 Reels + design 8 static posts
- Zahra: Write all 30 captions
- Hamza: Full review and approve every piece
- No content goes live until everything is approved
Week 5
Schedule + Go Live
- Schedule all 24 launch posts in Meta Business Suite
- Optimize all profiles (Instagram, Facebook, WhatsApp)
- First post goes live — brand intro Reel
- Stories begin daily from Day 1 of going live
Launch Posting Sequence — First 4 Weeks Live
Week 1 — Introduction
Post 1 🎬 Brand intro Reel — This is Send My Gift
Post 2 📷 Team spotlight — Laiba and Iqra
Post 3 📷 Hero hamper product showcase
Post 4 🖼️ What goes into our gift boxes
Post 5 🎬 Behind the scenes Reel
Post 6 🎬 Product reveal Reel
Week 2 — Products
Post 7 🖼️ Budget guide — Rs 3,000
Post 8 🎬 Gift box assembly Reel #2
Post 9 📷 Product showcase #2
Post 10 🖼️ Gifts for her — recipient guide
Post 11 🖼️ Budget guide — Rs 5,000
Post 12 🎬 Customisation showcase Reel
Week 3 — Occasions
Post 13 🖼️ Pakistani occasions guide
Post 14 🎬 POV Reel — husband remembered
Post 15 🖼️ What to gift your wife on birthday
Post 16 🎬 Same-day delivery Reel
Post 17 📷 Tag someone who deserves this
Post 18 🖼️ Eid gift guide carousel
Week 4 — Trust
Post 19 🖼️ From order to delivery
Post 20 🖼️ 5 gifting mistakes to avoid
Post 21 🎬 Customer reaction Reel*
Post 22 🖼️ Add-on education carousel
Post 23 📷 Guess the price
Post 24 🎬 BTS Reel #2 — Gujranwala
* Post 21 only if a real customer reaction is available by this point. Replace with Assembly Reel #3 if not.
Content Bank — 6 Reserve Pieces (Post Week 5 Onwards)
🎬 Assembly Reel #3 — Anniversary hamper
🎬 Assembly Reel #4 — Eid hamper
🎬 Reveal Reel #2 — Gift basket
🎬 POV Reel #2 — Forgot birthday
📷 Product showcase #3
📷 Team spotlight — Laiba individual
💬 Stories run daily from Day 1 of going live — no pre-production needed. Order CTA story every day, poll stories 3×/week, new post alerts every time a feed post goes live. Whoever is managing social that day handles Stories in real time.
Orders
All sales channels: WhatsApp, Instagram, Shopify
Order Pipeline
Inventory
Stock levels by city
Current Stock
Stock Adjustments
Log corrections, damage, found stock
Adjustment Log
Products
Purses, Cosmetics, Gifts
Product Catalogue
Suppliers
Shah Alam, Ganpat Road, Urdu Bazar
Supplier Directory
Expenses
Track all business costs for P&L
💰 Monthly Budgets
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Expense Log
Campaigns
Meta, Google, TikTok, Organic
📱 Social Media Strategy
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Platform Priority
📸 Instagram
PRIMARY
Reels · Carousels · Stories
👥 Facebook
SECONDARY
Feed · Paid Ads · Groups
🎵 TikTok
TERTIARY
Reels repurposed · Virality
💬 WhatsApp
BROADCAST
Occasion reminders · Deals
Content Pillars
Product Showcase
30%
Occasions
25%
Behind the Scenes
20%
Social Proof
15%
Lifestyle / Tips
10%
Weekly Cadence
📸 IG Reels
3–4 / week
🖼 IG Feed
4–5 / week
📖 IG Stories
Daily
👥 Facebook
3 / week
🎵 TikTok
3 / week
High-ROI Moves (in order)
🎁 Gift Box Assembly Reels
Show an empty box → items placed one by one → ribbon tied → done. Satisfying, shareable, shows the product value.
👤 Micro-Influencers
10–15 lifestyle/couple creators (5k–50k) in Lahore/Gujranwala. Send a free gift box → tagged Reel or Story.
😮 Delivery Reactions
Film the moment someone receives their gift box (with consent). Real emotion converts better than any ad.
💬 WA Broadcast List
Every customer opts in → occasion reminders before Eid, Valentine's, Mother's Day. Direct revenue, zero ad spend.
📸 UGC — Every Box Has a Card
Include a card in every order: "Tag @sendmygift on Instagram for a chance to win your next gift free." Re-share every tag. Free content + social proof.
Launch Month Campaigns
🎬 "Send Love, Not Just Wishes" — 3–5 emotional short videos: someone receiving a surprise gift box. Brand story launch.
🎁 "Build Your Box" Series — Weekly Reel showing a different gift hamper being assembled item by item. Drives saves + DMs asking to order.
🤔 "What Would You Add?" — Show a half-filled gift box, ask followers to comment what they'd add (cake? flowers? chocolates?). High engagement + teaches the add-on model.
🎉 "Win a Gift Box" Giveaway — Tag someone who deserves a surprise + follow = win a full gift hamper. Fastest follower growth tactic.
Post Ideas by Pillar
⚠️ Primary product = gift boxes, hampers, baskets, bouquets. Cakes, flowers & chocolates are add-ons — not the hero.
🎁 Product Showcase (30%)
- Gift box assembly Reel — empty box → items placed → ribbon tied
- Hamper flat-lay with every item labelled + price
- "What's inside our bestselling box?" carousel
- Customisation options — "Pick your items" style post
- Before/after: plain box → fully styled gift hamper
- Add-on upsell post: "Add a cake for Rs. X more 🎂"
🎉 Occasions (25%)
- "Anniversary in 7 days? Here's what she'll love" — gift box reveal
- Birthday gift box countdown Reel (3 options by budget)
- Eid hamper collection launch post
- "What to send your wife on her birthday" — gift box guide
- Valentine's hamper reveal — chocolates, bouquet, box
- Corporate gifting post: "Order 10+ and get X% off"
🎬 Behind the Scenes (20%)
- Team assembling 20 gift boxes for a bulk order
- "How we pack your order" — tissue, fillers, ribbon, done
- Personalised message card being written by hand
- "A day in our gift studio" Story series
- Delivery rider leaving with a tower of gift boxes
⭐ Social Proof (15%)
- WhatsApp screenshot reaction when they open the box
- Repost: customer's unboxing Story with their reaction
- "What our customers are saying" — quote carousel
- Delivery reaction video (with consent) — genuine surprise
- Review screenshot styled as a branded graphic
💡 Lifestyle / Tips (10%)
- "5 gift boxes under Rs. 3,000" carousel
- "How to customise the perfect hamper" guide
- Poll: "Chocolate box or flower bouquet with your gift?"
- "Signs your gift will make them cry 😭" fun list
- "Gift basket mistakes to avoid" educational carousel
- This or That: hamper items edition (Stories)
Hashtag Bank
🏷 Brand (always use)
#SendMyGift #SMGPakistan #GiftingPakistan #GiftDeliveryPakistan #SendLoveNotWishes
📍 Location
#Lahore #Gujranwala #LahorePakistan #GujranwalaPakistan #GiftLahore #GiftGujranwala #SameDayDeliveryLahore
🎁 Product (primary)
#GiftBoxPakistan #GiftHamperPakistan #GiftBasketPakistan #CustomGiftBox #GiftHamper #GiftBox #GiftBouquetPakistan #CustomisedGifts
🎉 Occasion
#BirthdayGiftPakistan #AnniversaryGift #WeddingGift #EidGifts #ValentinesPakistan #MothersDayGift #SurpriseGift
📈 Viral / Broad (mix in)
#PakistaniInstagram #PakistaniFood #Urdu #ViralPakistan #GiftIdeas #Unboxing #CakeDesign #CakeDecorating
Key Dates — Gifting Calendar 2026–2027
💝
Valentine's Day
14 Feb 2027
Start posting Jan 25
🌙
Eid ul-Fitr
~Mar 2027
Biggest gifting event
🌙
Eid ul-Adha
~Jun 2027
Family hampers focus
💐
Mother's Day
11 May 2027
Flowers + cake combo
👔
Father's Day
15 Jun 2027
Corporate + premium
🇵🇰
Independence Day
14 Aug
Themed cakes/boxes
🎓
Graduation Season
Jun–Aug
Congrats cakes/hampers
🎄
New Year's Eve
31 Dec
Party cakes + hampers
Caption Voice Guide
✅ DO
- Emotional, warm, conversational
- Mix Urdu words naturally (yaar, bilkul, na?)
- Start with a hook (question or bold statement)
- End with a soft CTA ("DM us" / "Link in bio")
- Use emojis sparingly — 2 to 4 max per post
- Short sentences. Break them up.
- Tag the city: "Lahore walo, ye dekhna"
❌ DON'T
- No formal corporate language
- Don't use all-caps except for emphasis
- No generic "order now!" with no context
- Avoid emoji spam (10+ emojis = spam)
- Don't copy-paste same caption on every post
- No hashtags mid-caption — put them in comments
- Never post blurry / poorly lit product photos
KPIs to Track
| Platform | Primary Metric | Secondary | Goal (Month 1) |
|---|---|---|---|
| Reel views + Saves | DMs / Profile visits | 1,000 followers | |
| Reach + Link clicks | Page follows | 500 page likes | |
| 🎵 TikTok | Video views | Shares + Follows | 1 viral video (10k+ views) |
| Broadcast open rate | Orders from broadcasts | 50 broadcast subscribers | |
| 🌐 Overall | Social → WhatsApp orders | UGC pieces collected | 20 orders/month from social |
🔍 Competitor Analysis — India & Pakistan
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Pakistani Brands
The Floral Surprise @thefloralsurprise
283K followers · 7.8M top reel
Cinematic editorial style. Soft lighting, minimal text. Captions: short, literary, emotion-led. "Not just flowers. A moment." Owns "effort = love language" positioning.
giftshop.pak @giftshop.pak
155K followers · 14,000+ posts
Volume-first — near-daily posting for years. Heavy product shots and flat lays. Targets domestic + diaspora. Weakness: low engagement per post relative to 14K volume.
House of Flowers @houseofflowerspk
70K followers · Lahore + Karachi
Premium/aspirational tone. Unique differentiator: flower jewellery — no other PK brand does this. WhatsApp-first conversion. Membership program for exclusives.
The LuvBox Pk @theluvboxpk
65K followers · Rs 2,400–50,000+
6+ years operating. Product bundling content, sale/discount banners, delivery speed emphasis. Facebook + Instagram content overlap significantly.
Tohfa.pk @tohfa.pk
33K followers · 496 posts (healthy ratio)
Unique niche: men's gift hampers — underserved segment nobody else explicitly targets. "Real photos" bio claim. DM-to-purchase model, nationwide delivery.
GiftWifts by Leopards @giftwifts_official
~29K · Backed by Leopards Courier
Targets diaspora: "Sometimes distance comes between relationships." Testimonial-driven. Vendor partnerships (Gul Ahmed). SEO blog. 60-min delivery in select areas.
Indian Brands (scale reference)
FNP — Ferns N Petals @fernsnpetalsindia
243K IG + 206K flagship · 7-10x/week
Valentine's 7-day countdown (one post/day: Rose Day → Propose Day etc). In-house FNP Media studio. Micro-influencer program per season. Occasion countdown reels as signature format.
FlowerAura @flowerauraofficial
256K followers · 4-6x/week
Cart-abandonment humor as reels. 1-line captions max. "Hey, you forgot your flowers!" Cleanest hashtag use (4-6/post). Audience segmented by occasion type.
IGP @igpcom
246K followers · 7.53M views one campaign
Celebrity-led campaigns (Parineeti Chopra). Tiered influencer structure: celebrity → mid-tier → amplifier. Brand partnerships (TATA Starbucks, CaratLane). On-ground stunts.
Confetti Gifts @confettigifts.in
78K followers · Best engagement rate
ASMR crafting/process videos are signature differentiator. Premium unboxing designed to be Instagrammable. Caption formula: 2-3 sentences + engagement question. Best engagement rate in category relative to size.
8 Gaps SMG Can Own First
🎵
TikTok is abandoned
Pakistan has 66.9M TikTok users (5th globally). No major PK gift brand owns it. SMG can be the first TikTok-native gift delivery brand.
💍
Wedding/Mehndi content doesn't exist
Dholki, mehndi, rasm-e-henna, baraat, valima, nikkah gifts — enormous emotional spend. No gift brand has built specific content for it.
📦
Packing/process content is absent
The global #packingorders format (overhead shot, hands assembling box) consistently goes viral. PK brands post the finished product — never the process. 10x engagement vs. static shots.
📸
No UGC strategy anywhere
PK buyers verify brands via delivery photos before ordering. Nobody has a "share your unboxing" campaign. #SMGUnboxed would be a first-mover play.
👨
Men's gifting is ignored
Only Tohfa.pk has one men's hamper reel. Gifts for husbands, fathers, brothers for Eid ul Adha, Father's Day, birthdays — wide open.
#️⃣
No brand owns a community hashtag
The Floral Surprise uses #FloralSurprise inconsistently. No PK gift brand has built an owned hashtag. SMG establishes #SendMyGift from day one.
💡
Gifting advice content is absent
"What to get your mum for Eid," "5 gifts under Rs 3,000 for a best friend's birthday" — nobody is making this. Also an SEO play for the Shopify store.
✍️
Caption writing quality is uniformly weak
Only The Floral Surprise writes captions that stop scrollers. Everyone else: "Beautiful gift hamper — DM to order." SMG builds a warm, romantic, Urdu/English bilingual voice.
5 Most Repeatable Content Patterns (from Indian brands)
ASMR / Packing Reel
Film gift being packed — tissue, ribbon, reveal. No talking. Caption: "The moment they open it."
Occasion Countdown
Start 10-14 days before event. Daily content building to it. Last post: same-day delivery available. Post-event: repost UGC.
Founder / Team Face
Best for small brands. "Here's how we pick what goes in every box." Builds trust large brands can't replicate.
Re-engagement Humor
"Still deciding? We have 3 options under Rs 2,000." / "Your friend's birthday is coming up. We see you scrolling."
Customer Review Reels
Repost customer unboxings + reactions. Most conversion-relevant content for gift brands.
Campaign Tracker
Content Calendar
Reels, Carousels, Stories. Zahra & Hamza write, Azaan edits
Content Pipeline
Customers
CRM, occasion reminders & loyalty tiers
Customer Database
Returns & Issues
Complaints, returns, refunds
Support Tickets
Tasks
Team task tracker
Task Board
Activity Log
Everything your team has done: website, social, orders, content, projects
Content Playbook
Production guidelines for every content type: shoot, edit and design briefs for the team
Settings
Team access management
Users