During the COVID lockdowns, when uncertainty was at its peak and most businesses were struggling just to stay alive, I worked with a seafood and meat delivery startup called Fishpanna.
The idea was simple but challenging:
deliver fresh fish and meat directly to customers’ doorsteps at a time when people were afraid to step outside.
The resources were limited, the budget was tight, and failure was not an option.
The Reality: High Demand, Low Trust, Small Budget
COVID created demand for doorstep delivery, but it also created fear.
Customers were asking:
With very little room to experiment, I had to focus only on strategies that could directly generate sales.
Influencer Marketing That Actually Drove Orders
Instead of working with big influencers, I chose a micro and local influencer strategy.
I collaborated with just one or two trusted food creators who already had credibility with local audiences.
No fancy shoots. No over-promising.
Youtube Video Links:
Surojit Saha: https://www.youtube.com/watch?v=GS_c5jP22lw
Delicious Food Bangla Rannaghar: https://www.youtube.com/watch?v=BbTfRmcKUbs
Just:
Result:
Influencer marketing worked exceptionally well and brought real customers, not just likes or views.
Driving Sales Through the Website (End to End)
The entire sales funnel was driven through the website, so I focused on building a conversion-ready system, not just a good-looking site.
I implemented:
This reduced fake users and improved order completion significantly.
Google Ads Outperformed Everything Else
I tested multiple platforms, including Facebook, but for this business, one thing became very clear:
Google Ads worked best for Fishpanna.
What I ran:
Abandoned Cart Recovery
One of the most effective strategies I implemented was abandoned cart recovery.
The system worked like this:
This approach:
And yes — this worked really well.
Final Thoughts
This project reinforced a core belief of mine:
Growth marketing is not about doing everything.
It’s about doing the right things with clarity and purpose.
Helping Fishpanna survive and perform during COVID was not about hacks — it was about execution, trust, and systems.
And that’s exactly the kind of marketing I love building.
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