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Case study
Home Archive by Category "Case study"

Category: Case study

Case study

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

 

 

 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 

 

 

 

 

 

 

Neslihan Atagül Doğulu ile basın toplantımıza çok az kaldıı? Takibe devam?✨ #Pantene #PanteneSaçı #PanteneSaci #sağlıklısaçlar #güçlüsaçlar #NeslihanAtagül #Neslihan?Pantene @neslihanatagul #NeslihanAtagulDogulu

A post shared by Pantene Türkiye (@panteneturkiye) on Aug 9, 2016 at 4:58am PDT

 

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

 

 

 

 
 
 
 
 
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Asistanım küçük Selma ve #benimactiviam

A post shared by Enis Arıkan (@enisarikan) on Jan 26, 2018 at 8:58am PST

 

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.

 

 

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Gulnar Ismayil July 31, 2019
137
Case study

Azercell’s Rebranding Campaign achieved success with influencers – Case Study

Azerbaijan`s largest mobile operator, Azercell Telecom LLC was founded in 1996. With a 48 percent share, the company has taken a significant place in Azerbaijan’s mobile market. Azercell’s network covers 80 percent of the country’s territory and 99.8 percent of the population. Presently, 4.5M subscribers use Azercell’s services.

Although Azercell is a leading company of the local mobile telecommunication sector, it has decided to appear before its customers with a renewed logo. As stated by the Azercell, “the new logo will be the symbol of its agility and innovative spirit.” 

The company’s influencer marketing strategy was to let the influencers tell their own stories through social media platforms like Instagram and Facebook. 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 

Bilirdiniz ki, mən @azercell -də uzun müddət işləmişəm?:) Azercell ilə bağlı çox xoş və unudulmaz xatirələrim qalıb! Bugün isə Azercellin yeni başlanğıcın təqdimatındayam? Yeni loqonun təqdimatını birlikdə qeyd etmək üçün bugün Heydər Əliyev Mərkəzində böyük konsert gözlənilir! Hamınız dəvətlisiniz:) Congratulations @azercell ? #azercell #purpleteam #newbeginnings #ad

A post shared by Aysel ⠀⠀⠀⠀⠀⠀⠀⠀ (@iceselina) on Jun 21, 2019 at 9:00am PDT

With the help of Keepface Influencer Marketing Platform, 32 Influencers were leveraged with a various circle of interest and a good social media presence. Azercell’s partnership with influencers started on the 1st of June and lasted about a month till the 5th of July.

They shared a teaser of social media ads before the event and story posts with an invitation for the event noted the date of the event. Influencers to spread the word about the logo by inviting their audiences to an open-air concert.  Various videos, photos, and story posts created by 32 influencers from the concert received millions of views.

Here are few of influencers with different social media stats and results of their performance: 

@hllyblog – 243752 audience, 7.37 % engagement rate

@iconmekh – 21295 audience, 6 % engagement rate

@nadjiba_ – 24325 audience, 8.52 % engagement rate 

@sabiorudjeva – 12074 audience, 10.18 % engagement rate

@uzel.kerimova – 8387 audience, 3.37 % engagement rate

@aiseelll – 7801 audience, 5.03 % engagement rate

@asadovlife – 6431 audience, 13.58 % engagement rate

@nicatmanaf – 1601 audience, 63.19 % engagement rate

Activity:

  • Instagram and Facebook was selected as the main platform
  • Teaser shared before the event 
  • Event posts and experience
  • TVC Video shared after the event

“Under the Digital Sky”

Azercell held an event at the Heydar Aliyev Center on June 21st with the participation of 750 people including influencers. They shared the moments of the event as a form of story posts, live videos, and photos on platforms mainly on Instagram and Facebook. 

 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 

 

@azercell updated ?✌?

A post shared by RAVAN BAGHIROV ? (@ravanbaghirov) on Jun 21, 2019 at 9:29am PDT

The company organized a concert “Under the Digital Sky” with free entrance in the park of the Heydar Aliyev Center, allowing the audience to listen to the songs performed by popular artists, like Nigar Jamal, Emin Aghalarov, Chingiz Mustafayev, Zulfiya Khanbabayeva, Elnara Khalilova, Elshad KHose.

It is worth to note that, for the first time in the country 360 degrees 3D mapping was shown throughout the event. About 300 drones created an image of old and new logos and also national flag and map of Azerbaijan and demonstrated a fascinating show.

Result

Keeping in mind that every business is different and thus the target audience is different. The purpose of this collaboration was to gain the attention of a massive young audience and to maintain warm relations with the older generation. To achieve this goal, the next steps have been followed: identifying key influencers, evaluating engagement, building relationships and discussing initiatives and implement, and finally measuring results. From the graph below you can see the achieved results of the campaign:

Read More
Gulnar Ismayil July 22, 2019
103
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