YUMOS INTEGRETED CAMPAING

TitleYUMOS INTEGRETED CAMPAING
BrandYUMOŞ
Product/ServiceUNILEVER
Category E01. Use of Integrated Media
Entrant WUNDERMAN THOMPSON TURKEY Istanbul, TURKEY
Idea Creation WUNDERMAN THOMPSON TURKEY Istanbul, TURKEY
Media Placement MINDSHARE TURKEY Istanbul, TURKEY
Production AMVG Istanbul, TURKEY
Credits
Name Company Position
Ender Buruk Wunderman Thompson Creative Agency/CEO
Fulya Ozari Wunderman Thompson Creative Agency/Managing Partner
Umit Tasli Wunderman Thompson Creative Agency/Creative Director
Buse Say Wunderman Thompson Creative Agency/Creative Group Head
Semih Turkmen Wunderman Thompson Creative Agency/Creative Group Head
Basak Ceylan Wunderman Thompson Creative Agency/Art Director
Ceren Saglam Wunderman Thompson Creative Agency/Head of Strategy
Pelin Karagoz Huner Wunderman Thompson Creative Agency/Strategy Director
Melis Su Tanlak Wunderman Thompson Creative Agency/Account Director
Setenay Ergin Wunderman Thompson Creative Agency/Account Director
Nuran Rona Wunderman Thompson Creative Agency/Account Supervisor
Asya Bicer Wunderman Thompson Creative Agency/Account Executive
Ezgi Bitmis Wunderman Thompson Creative Agency/Account Executive
Deniz Aksit Wunderman Thompson Creative Agency/Head Of Production
Baris Tosun Wunderman Thompson Creative Agency/Producer
Cengiz Onal Wunderman Thompson Creative Agency/Graphic Designer
Leyal Eskin Unilever Vice President Home Care TUI
Duygu Dal Unilever Marketing Director Fabric Solutions & Sensations TUI
Melisa Kisacik Unilever Brand Manager
Elif Terzi Unilever Brand Manager
Mirella Habib Unilever Assitant Brand Manager
Selin Kurkcu Unilever Assistant Brand Manager

Why is this work relevant for Media?

In addition to the main campaign communication, Yumoş’s detergent launch consists of 2 big follow-up activations, each created a big buzz around the campaign. First was a surprising outdoor project, started as a traditional media activation instantly turning into a national trending topic on SM. Second was our Survivor activation. Our Yumoş Island game was a first in Turkey as a game that could either be played with TV remote, mobile phone or web.

Background

Having entered the Turkish market in 1986, Yumoş has been the lovemark in fabric conditioners category. Almost synonymous with fabric conditioner, Yumoş has been the leader in the category with the highest market share along with highest brand scores. Meanwhile, liquid detergents market was dominated by Perwoll’s 61.8% market share. Unilever needed a liquid detergent brand to challenge Perwoll in the premium category and Yumoş was perfect for this job as a much loved, renown and “associated-with-care” brand in the total Unilever home care portfolio. Therefore, 3 specific variants were created, claiming to perform better than Perwoll and launched with a higher price index.

Describe the creative idea / insights (30% of vote)

The news was “one small step for mankind but a giant leap for Yumoş bears”. We needed our target audience, millennials, to first acknowledge that Yumoş “detergent” is out and is superior, then to stop and think twice before they automatically buy their usual fabric care detergent. We knew they already loved us, our fashionable world and our bears. But Yumoş was almost synonymous with conditioner. We needed an impactful but simple and direct message to create awareness. Thus, we simply used a wordplay in Turkish meaning “Yumoş detergent is out / worked very good”. Then we playfully focused on making this news even bigger. Meanwhile, “Stop! Wait a minute, listen” lyrics of a 90’s hit of popular Turkish pop singer Mustafa Sandal popped up spontaneously in our head. We placed “Stop!” message on our Yumoş bear’s paw and used as a visual cue in all KV’s.

Describe the strategy (20% of vote)

Yumoş brand strategy had been reviewed based on these target consumer insights and in January 2020, Yumoş fabric conditioners had a huge relaunch with a brand-new campaign which was treated as if crafted for a fashion brand. Our beloved Yumoş bears were no longer childish teddy bears, they were alive, dynamic, reflecting the style of the consumer, dancing on the streets, winking etc. For our detergent launch, our challenge was both to bring our beloved Yumoş bears to the scenes as in our 2020 conditioner campaign, but also to create a clear differentiation and awareness that this time Yumoş “detergent” was out. Therefore, our priority was to register that now Yumoş also offers a fabric care liquid detergents family. Second challenge was to convince consumers in Yumoş detergent’s functional superiority over Perwoll in fabric care with its 3 different variants for 3 specific needs e.g., black, colorful, and fragile fabrics.

Describe the execution (20% of vote)

The news was first announced with our teaser copy on TV, digital and SM. Started in the supermarket, our copy showed the news spreading further even to reach space. Our bears introduced the products in our main copy. With their touch, we showed the different functional benefits. For our first follow up project we covered a building on a popular street in Istanbul with our message and colorful Yumoş bears. The timing was right after the lockdowns, people had just thrown themselves to streets. Our wall was so joyful that it became an attraction point and then organically a national trend topic on SM. Second was “Yumoş Island” game in collaboration with Turkey’s most watched reality show Survivor. Viewers could play it live during the ad break with TV remotes or mobile phones. Participants gave permission to collect their data for a chance to win a trip to Survivor finale.

List the results (30% of vote)

Within 4 months between January- April 2021 we supported our campaign with strong 3500 GRP on TV resulting in 94% reach of our target audience (from our target audience FHK which was 4+). 10.000 in-store displays we used all accros Turkey to strengthen the launch. The collaboration with 10 influencers, during the outdoor building project, were led to 4M reach. The “Lost bears” communication that followed has gained a 3.5M reach. In the 2nd month after the launch, having triggered a huge trial, it gained 20% market share and became the second player in the category. Performed 72% sell-out in discount market Şok in the 1st week of the launch. Overreached its annual KPI of 2% penetration resulting with 2.4% in 6 months Reached 63% of the annual revenue KPI in 6 months Anchored its rank to number 3 with 9.6% market share in liquid detergents market