Client Name

BuyPass.ai

Faculty Advisor

Dr. Amer Iqbal Awan

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This ELP primarily aligns with IBA’s Thought Leadership area of Entrepreneurship and Innovation. BuyPass.ai operates as an emerging startup in Pakistan’s content-commerce space, combining marketplace commerce with influencer-led product discovery, video content, and future affiliate and growth opportunities.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This ELP aligns with SDG 9 by contributing to the development of innovative digital commerce infrastructure in Pakistan. Through BuyPass.ai’s content-commerce model, the project supported a platform that integrates marketplace technology, video-led product discovery, influencer-generated content, TV/video commerce, and future affiliate functionality. 

NDA

No

Abstract

This Experiential Learning Project was conducted with BuyPass.ai, a Pakistani content-commerce marketplace that combines e-commerce with entertainment-led product discovery through short-form video content, product demonstration videos, influencer content, TV/video commerce, and a future affiliate model. The project focused on Influencer and Affiliate Marketing Research and Development, with the objective of supporting BuyPass in strengthening its creator ecosystem, influencer onboarding process, consumer understanding, and PR operations. The project was structured into four phases: secondary research and market mapping, influencer scouting and database development, influencer outreach and onboarding, and consumer insights with operational optimization. A review of academic and industry sources provided the theoretical foundation for understanding influencer credibility, micro and nano influencers, social commerce, video commerce, authenticity, affiliate marketing, platform trust, and purchase intention. This research guided the practical execution of the project. The team scouted and contacted 555 creators, out of these, 109 creators were confirmed/onboarded through the BuyPass portal, resulting in an approximate conversion rate of 20%. The creator pool was strongest in lifestyle, fashion, and beauty categories, while technology, fitness, and male lifestyle creators remained relatively underrepresented. A consumer survey was also conducted to understand influencer-following behavior, trust, authenticity, content preferences, and purchase intention. The findings showed that consumers value authentic, experience-based, niche-relevant, and transparent influencer content. The project also identified operational gaps in influencer database scanning and PR product selection. To address this, the team developed an Influencer Intelligence Model using the influencer scout list and product catalogue data. The model includes an overview dashboard, searchable influencer directory, and PR package builder to support pipeline visibility, creator filtering, and category-based PR planning. In addition, the team provided app feedback, TV/video commerce timestamping, brand campaign influencer sourcing, and Sunsilk brand product placement support. Overall, the project demonstrates how BuyPass can use micro and nano influencers not only as promoters, but as content-commerce partners who support product discovery, consumer trust, and future platform growth in Pakistan.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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