A101 – LIMITED TO STALKS

TitleA101 – LIMITED TO STALKS
BrandA101
Product/ServiceLIMITED TO STALKS
Category B03. Social Content for User Engagement
Entrant CONCEPT Istanbul, TURKEY
Idea Creation CONCEPT Istanbul, TURKEY
Production ANIVERSE FILMS Istanbul, TURKEY
Post Production ANIVERSE FILMS Istanbul, TURKEY
Credits
Name Company Position
Kerem Özkut Concept ECD
Gökhan Ozdemir Concept Istanbul Creative Director
Emre Günaydın Concept Istanbul Creative Group Head
Berke Gülçiçek Concept İstanbul Art Director
Barış Alemdar Concept İstanbul VP - Client Services
Ozlem Najdi Concept Istanbul Group Account Director
Dilara Kul Concept Istanbul Account Executive
Özge Mandacıoğlu Concept Istanbul Account Supervisor
Mert Turan Concept Istanbul Production Director
Hilal Kınalıada Concept Istanbul Producer
Onur Aydın Concept Istanbul Strategic Planning Director
Su Solak Concept Istanbul Strategic Planner

Background

A101 is the number one discount market in Turkey. And the focus of A101’s communication has always been about discounts. A101 uses social media very actively to promote discounts and limited offers to its followers. But this Valentine’s Day was different, our brief was to create more meaningful relationships with our customers/followers and boost the engagement – while informing the followers about the discounts.

Describe the creative idea

We launched our campaign from Instagram. There is one main reason of people following A101 on Instagram: discounts. But the way A101 was promoting discounts had a unique way: all those discounts were LIMITED TO STOCKS. So, we played with that. In Turkey, if you are in relationship whit someone, you stalk them on Instagram, ‘if you love someone, you stalk them’. We took that simple insight on Valentine’s Day and used it as a campaign idea. On Feb. 14, we offered special discounts which were limited to STALKS. We wanted people to stalk A101 on Instagram just as they stalk their loved ones so we hided discount codes in our posts. So, people could easily reach special promo codes by stalking A101 on Instagram. It was the world’s first (and only) discount campaign LIMITED TO STALKS - NOT STOCKS.

Describe the strategy

In Turkey, the economic crisis became a chronic problem. Everybody in Turkey is following discounts because nobody wants to pay full price for anything. So, people are waiting for special days like Valentine’s Day to have special offers. On those days, they do not only buy gifts for their loved ones but use the promos to meet their needs. As the number one discount market, everyone was waiting for big discounts from A101. And it was our chance to use it wisely and create more meaningful relationships with our customers. We decided to use our Instagram account as the only communication channel because we already had more than 8 million followers. And we wanted to do something fun and agile, using Instagram enabled us to respond in real-time and boost the engagement.

Describe the execution

We used A101’s Instagram account which had more than 8 million followers at the mean time as our only channel. We created 101 promo codes for 101 Turkish liras. We hide these codes by updating description texts of randomly selected previous posts. A101 had more than 7 thousand Instagram posts, so for the followers/stalkers finding those codes was a real challenge. We announced the campaign only on Instagram with our launch film and Instagram Stories. The mechanism was easy: stalk A101 on Instagram, find 1 of the 101 promo codes, go to your A101 local store, buy your loved one that something they love on Valentine’s Day, use the code and have a discount for 101 liras.

List the results

A101’s social media account was only about discounts, and we used it for boosting engagement. - Millions of users stalked A101 and all codes were claimed within minutes. - A101 became the second most liked retail brand in the world. - Campaign resulted with 1 million new followers. In total, with 9.7M followers A101 became the world’s most followed supermarket on Instagram.