TURKCELL SARI KUTU LOYALTY CAMPAIGN
| Title | TURKCELL SARI KUTU LOYALTY CAMPAIGN |
| Brand | TURKCELL |
| Product/Service | SARI KUTU |
| Category |
B03. Use of Other Digital Platforms |
|
Entrant Company
|
SOCIOMANTIC LABS ISTANBUL, TURKEY
|
|
Advertising Agency
|
SOCIOMANTIC LABS ISTANBUL, TURKEY
|
|
Production Company
|
SOCIOMANTIC LABS ISTANBUL, TURKEY
|
Credits
| Eray Mutlu |
Turkcell |
Senior Digital Executive |
| Aslı Demirel |
Turkcell |
Digital Executive |
| Nihan Babek |
Sociomantic Labs |
Account Manager |
| Gözde Alemli |
Sociomantic Labs |
Commercial Director Turkey |
Brief Explanation
Sari Kutu is the loyalty program of Turkcell. Our objective is both to increase the membership base of Sari Kutu & activate the existing members. In the long run the main goal is to increase brand loyalty.
The idea is separating turkcell.com.tr visitors into segments with a specific technical integration.
Results and Effectiveness
Each custom segment were exposed to over 6 Millions of the ad impressions according to their own data. With the advanced technical integration & CRM technology, %100 of the impressions are shown to the right target audience.
User login data & Sari Kutu account information are combined together & target audience group is created with %100 accuracy.
As a result with our Sari Kutu CRM campaigns, both new member acquisition rates are drastically increased & existing Sari Kutu members used their points to buy gifts from website.
Creative Execution
Custom segments are created with the use of login data of turkcell.com.tr users.
With Turkcell’s tag management tool, custom segments are integrated with CRM technology which enables us to deliver unique offers to each group, based on their interactions & behaviors.
We also delivered custom ads which are incentivised by membership deals & advantages, to new users who are not Sari Kutu member yet.
Insights, Strategy and the Idea
Firstly we identified if a user is Sari Kutu member or not. If the user is a Sari Kutu member, the membership points are calculated and personalized ads are shown according to this specific user group to encourage them to buy gifts using Sari Kutu points.