Turkey
58 creators
Istanbul
Batuhan Durunay
Head of Business Success
Dilay Okumus
Client Director
Esra Koca
CEO
Eda Calis
Client Director
Ozlem Gorgoz
Managing Partner
Elifnur Yazgan
Digital Director
Resul Karacay
Head of Digital
Miele
How do you make your target audience experience the silence of a washing machine? Even with a screen in between? Impossible? We found a way!
We started by identifying the content consumption habits of our target audience. Then we built a special room where complete silence could be achieved. Then, in our Silence Room, we recorded podcasts with Serdar Kuzuloğlu and the names that most interested our target audience. But these podcasts had a special feature: two WWV980 WPS washing machines were running in Cotton 90°C, Extra Silent mode in the same room while the recordings were being made. No sound filters or plugins were used.
We published our content on both YouTube and Spotify. We drove traffic to our content with targeted Meta ads for each episode's topic. We implemented a BLS setup to better analyze the results. On the Spotify platform, we activated many uses such as Overlay, Sponsored, Audio, Leaderboard, and Homepage Takeover to highlight our podcast series.
We also included display ads, rich media, and advertorials on premium platforms such as Uplifers and The Magger in our plan.
Our target audience watched with interest the conversations we had with 9 different names. We achieved 55 million impressions and 13 million views. Organic views reached 700 thousand. Our conversations, which averaged 35 minutes, achieved a completion rate well above benchmarks at 17%.
Moreover, the fact that it was possible to chat comfortably in a completely silent room, even while the washing machine was running, without hearing the machine at all, surprised our target audience. According to BLS results, we achieved a 2.5% absolute lift, 15.2 relative lift, and 3% headroom lift in ad recall.
Penti - Invisible Like It's Not There
Marketing Objective:
The goal was to create a desire among women to wear Penti's "Invisible Like It's Not There" nude stockings during the spring months, highlighting their barely-there, BB cream-like effect on legs. Penti, Turkey's leading hosiery brand, aimed to raise awareness for their "Invisible Like It's Not There" product line and make wearing stockings trendy.
Key Insight:
Effects are a crucial part of the TikTok experience, providing a common language for the community. Penti wanted to create something people would want to interact with and share. Knowing that 1 in 4 TikTok videos are made with effects, and without allocating any budget to technical filter development costs, we decided to create a chain reaction with Penti's "Invisible Like It's Not There" stockings.
Communication Detail:
To boost "Invisible Like It's Not There" nude stockings in spring, Penti needed to generate buzz, engagement, and memorable awareness. The super-thin stockings not only provided a BB effect on legs but also created a cool video effect when picked up by camera lenses.
Strategy:
To catch and amplify a trend, we decided to create a movement where users could film and share videos by putting on "Invisible Like It's Not There" skin-tone stockings and using their phone camera filters. The stockings provided a flawless camera effect in the videos. To boost the movement, we utilized Hashtag Challenge, Branded Mission, TopView, and other auction ad formats on TikTok. Additionally, the power of creators made this movement easily discoverable, encouraging viewers to participate in the challenge.
Campaign Highlights:
Creative Product Communication: The communication of product features was differentiated through creativity in the digital environment.
User-Generated Excitement: The product feature of the thin stocking was highlighted, contributing to the excitement created on TikTok with user-generated content.
What We Did Differently:
First TikTok Challenge for Penti: This was Penti's first time creating a challenge on TikTok, and they supported the discovery phase with creator videos, reservation, and auction ad formats.
Pioneering Camera Effect: Penti became the first brand in Turkey to utilize its product as a camera effect for consumers.
Tools Used:
Hashtag Challenge: To encourage users to join the chain.
Branded Mission Page: To invite users to complete the challenge.
TopView with Creator Videos: For increased visibility.
Top Feed, Collection Ads, and Spark Ads: To support the campaign.
Brand Lift Survey: To measure uplift metrics.
Campaign Results:
14x increase in weekly Penti-related searches on TikTok.
+27% increase in ad recall (above benchmark).
11x increase in video views and 45% more user-generated content than the Turkish market average.
1.4K user-generated content shared, exceeding similar integration averages.
801 creator videos produced.
Increased visibility and follower growth for TikTokers participating in the Branded Mission.
Cross-platform buzz: The movement generated conversation on other platforms like Twitter, with users referencing the "Invisible Like It's Not There" effect in their tweets.
Benefits for Penti:
Short-term impact: Achieved interaction, buzz, and brand association through a seamlessly integrated campaign strategy.
Wide reach: The campaign reached 15 million unique users, with hashtag interaction exceeding 1 million users.
Sales increase: A 98% increase in product sales compared to the previous month.
Other Outcomes:
Innovative use of camera effects: Demonstrated the importance of camera effects for users by applying it to hosiery.
Pioneering approach: Pioneered the use of a textile product as a camera effect, encouraging voluntary social media sharing.
Brand leadership: Positioned Penti as a leader in textile brands in Turkey by leveraging product features for interactive marketing and achieving significant brand metric improvements.
This campaign wasn't just about selling stockings; it was about creating a cultural moment on TikTok. By understanding the platform's language and leveraging user-generated content, Penti successfully turned a simple product into a viral sensation.
Tabii
Consumers are exposed to an average of 4.000 brand messages per day. This message density is a major problem for all brands that want to attract consumers' attention. However, for Turkey's newest OTT platform tabii, which has just entered a category with intense competition, was one of the obstacles that needed to be solved.
It was not enough for us to ensure the visibility of the main commercial describing the platform features. We had to capture and maintain the attention of our target audience more than the average ad.
The attention metric, also known as selective attention, is directly linked to memorability. In other words, this metric should have been our main KPI for the main goal of our campaign, which is high engagement and brand recall.
In our platform promotional video, we integrated the codes of our partner Adelaide, which offers real-time attention measurement technology, into our creatives, which allow user attention measurement. It wasn't enough for us to just monitor these measurements. We had to optimize the campaign accordingly. We used the external data loading and optimization feature of the artificial intelligence-based optimization algorithm Copilot for the first time in a video campaign in Turkey.
Copilot carried out its algorithm, which it created from user attention measurement data, to progress our campaign in a balanced consumption, to optimize inventory, creative placement, and creative position on inventories with high user attention scores in order to get the most effective results in our campaign.
While the Attention Unit benchmark was 37.02 in Turkey, we reached 43.74 Attention Unit as a result of optimizations. While our new user acquisition increased by 233%, there was a 52.94% increase in users' session duration. Brand awareness increased by 2.9%