Pham Group IGA
How I drove 1.5M impressions and consistent 24-hour sellouts for an independent Perth grocer using zero-budget TikTok content and speed over corporate chains.
The Challenge
Pham Group IGA runs four stores across Perth competing against Coles and Woolworths - chains with actual marketing budgets, corporate teams, and nationwide distribution. We had 55k TikTok followers but inconsistent posting, barely any Instagram presence, and zero budget for ads or professional production.
The real challenge wasn't the zero budget - it was proving that independent grocers can win on agility and personality when corporate chains are stuck in approval meetings. We needed to drive foot traffic, sell products major chains didn't stock, and build community connection using nothing but a phone and speed.
What I Built
A TikTok-first content strategy built around what independent retailers do better than corporate chains: move fast and feel human.
Posted 5x weekly across TikTok, Instagram, and Facebook over 18 months (2023-2025), creating 390+ posts total. Self-filmed everything on my phone using CapCut and Canva. Content focused on:
Viral product drops (Chick-fil-A sauce, Takis, Dubai chocolate)
Staff taste tests featuring employees as on-camera talent
Behind-the-scenes store operations showing the real work of independent retail
#TrolleyGang community campaign asking locals to help locate abandoned trolleys across Perth
The approach was simple: when something goes viral online, stock it immediately and announce it on TikTok before Colesworth even knows what it is. Major chains take weeks navigating corporate approval. We could do it in days. That gap became our competitive advantage.
I recruited staff as on-camera talent for taste tests, adapted high-performing TikTok content for Instagram and Facebook, and created in-store signage to connect online buzz to physical stores.
What Happened
1.5 million impressions in Q1 2025 - 50% growth from the previous year's 1 million total annual impressions. That's 500k additional impressions in 18 months using zero paid media budget.
100% sellout rate within 24-48 hours for every viral product promoted on TikTok. Direct social-to-sales conversion proving ROI without spending a dollar on ads.
#TrolleyGang campaign recovered 30+ abandoned trolleys through community participation, solving real operational problems while building brand goodwill.
Maintained 55k+ TikTok following throughout 18-month engagement while expanding Instagram presence from minimal activity to consistent 5x weekly posting schedule.
