| Title | LET THE SUMMUR BEGIN |
| Brand | UNILEVER |
| Product/Service | ALGIDA |
| Category |
C03. Use of Social Platforms |
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Entrant
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MINDSHARE Istanbul, TURKEY
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Idea Creation
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MINDSHARE Istanbul, TURKEY
|
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Media Placement
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MINDSHARE Istanbul, TURKEY
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Credits
| Ipek Dorak |
Mindshare |
Business Director, Client Leadership |
The Campaign
In Turkey, people are in the habit of eating ice-cream when summer really arrives. Our challenge was to start the season earlier in April by shifting people into the summer mindset, despite the lowly weather.
Creative Execution
We also boosted the campaign through digital channels. In Swarm, we ensured we had enough visibility through the usage of in-app spaces (such as having a custom summer sticker, being 100% visible in bulletin-ad space) and mastheads (both in Youtube and local web channels). Also, we have used a location-based banner system for mobile. That helped us target the individuals that were located in places we have identified that are relevant for summer activities (parks, waterside places), and made us visible through a more customized approach.
The campaign was very successful in terms of customer interaction. We received over 5000 check-ins with our hashtag per day (160,000 check-ins in total). The campaign also boosted the sales in April, and we experienced the best April in terms of sales with 51% USG and marketshare gain.
Even though the Turkish people adore ice-cream, Turkey remains as the most seasonal country in the world in terms of ice-cream consumption. In order to combat this, we have decided to bring the summer earlier in the year, April to be exact. We aimed to achieve this by appealing to Turkish public’s social media habits: they use variants of it daily, and especially love to check-in using Swarm. Turkey is No. 2 in terms of highest number of absolute check-ins globally. Our idea with this campaign was to combine these two facts and achieve positive business results.
Insights, Strategy and the Idea
we created the hashtag ‘Let the summer begin’, and made sure the Turkish public were aware of it through our season opening TV commercials. These commercials included the Swarm activation as a tag-on. It was a global media-first that a Swarm activation was advertised on TV. For people who has checked-in using our designated hashtag, we have rewarded them with the season’s first ice-cream that they could redeem in the nation’s largest supermarket chain.