Viral commerce experiment ¡ 2017
đŻđˇ Selling shawarma and tulips for International Womenâs Day
Led marketing and virality for a delivery-service experiment that paired shawarma with tulips, built the launch landing page, and tested whether an intentionally odd gift could travel through media and communities.
Story
How it unfolded
The delivery service Ptichka wanted a calendar-driven special project with positive unit economics and no demand on its development team. The result was a deliberately unexpected gift: shawarma, tulips, and an optional note.
I was trusted with consumer marketing and virality, built the projectâs Tilda landing page myself, and helped the team launch quickly enough for International Womenâs Day.
The experiment earned coverage from Lenta, Afisha, Wonderzine, and other publications. After prices were adjusted, unit economics became positive; the broader lesson was that editorial relevance and community fit worked better than conventional performance traffic.
References