How do brands benefit from Celebrity Influencers? – Influencer Marketing Turkey
Social media influencers, leveraged in various fields from tourism organizations to retail companies, event activations to launching technological products, became an important part of the economy both in Turkey and the world. According to the figures given by the Emre Gelen and Afshin Avci, the founding partners of the INFLOW Summit, influencer economy which hit $1 billion in the world, exceeded ₺35 million in Turkey.
According to the 2018 Influencer Marketing analysis in Turkey by CreatorDen, Instagram takes first place with 65% among the most preferred social media platforms of brands. YouTube ranks second with 30%, followed by Twitter and Twitch respectively. This rate confirms that Instagram is the most trendy channel in Turkey. As stated in the analysis, Enes Batur is the leading influencer with the highest influential power. In this regard, E. Batur is followed by Reynmen, Enis Arikan, Damla Altun, Sude Alkish.
Based on the abovementioned analysis, 40% of Turkish brands use influencer marketing for activations and this rate is followed by brand awareness with 20%, and 18% of brands leverage influencer marketing for brand interaction and 15% product and purchase orientation. Read on to check out how influencers delivered impressive results for leading brands.
Your hair with Pantene #PanteneSaçı / P&G
P&G’s world leader hair care brand Pantene collaborated with the beloved actress Neslihan Atagul Dogulu 7.8 million followers on Instagram to become the new brand ambassador of Pantene.
Partnering with celebrities from Turkey and all over the world, adding the power and beauty of women’s hair for years, Pantene dipped the sparkle of the successful actress into the glitter and introduced its commercial film with Neslihan Atagul Dogulu.
The campaign also continued through Instagram posts with the hashtag #PanteneSaçı. The actress invited her followers to the “Altin Kelebek” Awards ceremony to live these excitements together with fans.
Let’s Talk Turkey! #KonuşalımArtık / Lipton
On the evening of January 7, 2018, an advertisement was broadcast on 17 Turkish tv channels at the same time. In the first 50 seconds Lipton Turkey’s 5 minutes commercial, was stating that we need to spend more time together. The ad even gave us an extra 4 minutes to make it happen.
During this silence on 17 TV channels, the campaign made a noise in social media channels. Many popular names like a TV presenter and speaker Simge Fistikoglu and as a former writer for Global Health Magazine Gizem Zor, Turkish actresses Pelin Akil and Gaye Turgut Evin supported the campaign by sharing their admiration they experienced.
Facebook pages with millions of followers shared the #KonuşalımArtık (Let’s talk) video and even more surprising made a statement that they are not going to share any content during that day and devote the day to their beloved ones and families. Lipton #Let’sTalk campaign became the trending topic of January 2018 with 5 million unique reaches and 10 thousand shares within a few hours.
My Activia #BenimActiviam / Danone
Activia, one of the first brands that come to mind when it comes to healthy nutrition and probiotics, launched a campaign based on recipes prepared with maximum size Activia and included its target audience through User Generated Content.
Through the influencer campaign the two, talented actor Enis Arıkan and businesswoman Aslı Kızmaz, made mutual citations to each other through Instagram posts and Stories with delicious recipes. Even, the YouTuber with 691K subscriptions Idil Yazar and Enis Arıkan’s mother were guests in their videos, which increased both the engagement and the entertainment of posts.
The campaign achieved more than 8.5 million impressions with 10 Instagram videos in total and more than 15 Instagram Stories. The only Instagram stories exceeded 2.5 million impressions. At the end of the campaign, the awareness of the product increased by 4.85 times compared to the previous period, while Activia’s sales increased by 15% compared to the same term last year.
Gulnar Ismayil
July 31, 2019