Historic Shift in Sri Lanka: From ‘Aragalaya’ to Electing AKD as the 9th President
A few weeks ago, Sri Lanka held its presidential election, where the people chose who would lead the country for the next five years. Remarkably, in 2021, the same citizens who participated in this election had taken part in the historic “Aragalaya” a peaceful protest that ultimately led to the previous president fleeing the country in search of refuge.
This marks a significant moment in Sri Lankan history, as it is the first time in 72 years that the people have successfully influenced such a major shift in the political system. After years of political and economic turbulence, driven by various agendas and propaganda, the country’s constitution has now determined its 9th president Mr. Anura Kumara Dissanayake (AKD), a leader from the socialist political spectrum.
Digital Revolution in Sri Lanka: 57% of the Population Engages with Online Platforms Daily
In Sri Lanka, recent digital insights reveal that nearly 12.34 million people are using the internet, with around 7.5 million active on at least one social media platform. This means that approximately 57% of the population interacts with digital devices in their daily lives.
AKD’s Campaign: Connecting with the Youth Through Sensitivity, Not Hate
Anura Kumara Dissanayake (AKD) effectively tapped into this connected audience, particularly resonating with the younger generation through his campaign. Unlike other candidates, AKD’s campaign stood out for not relying on hate speech or jokes. Instead, the agency behind the campaign deeply understood the real concerns of the people, crafting a message that was both creative and sensitive. This approach demonstrated that, beyond humor, a campaign that speaks to the audience’s emotions and genuine pain points can create a deeper connection.
Emerald’s Strategic Pivot: Leveraging AKD’s Viral Shirt to Broaden Market Appeal
After the election, the iconic double-pocket shirt worn by AKD went viral, and the brand behind this viral sensation was Emerald, a well-established name in the market. Known for targeting a mid-to-high-income audience, Emerald used this moment to strategically broaden its appeal, reaching a more middle-income demographic without alienating its existing customer base.
Some might argue that this shift could be seen as downgrading the brand’s positioning, but it’s important to recognize that this was a calculated business decision. By capitalizing on AKD’s rising popularity and the viral nature of the shirt, Emerald seized the opportunity to expand its market while maintaining its core identity.
Digibrush Delivers: 250% Sales Surge and 18X ROAS from AKD’s Viral Campaign
The agency behind the campaign, Digibrush, revealed outstanding results: a 250% increase in online sales in just one day and an impressive 18X return on ad spend (ROAS). These metrics highlight the campaign’s exceptional success, showcasing both the effectiveness of the strategy and the power of connecting with the right audience at the right moment.
