#backtoschool etkinliğimizin bir parçası olan #Twitter4Brands ‘in ayrıntılarına buradan ulaşabilirsiniz
5 Eylül 2013
3%+ peak engagement rate
6M impressions in three days
25K Tweets in campaign conversation
As the longtime sponsor of the Turkish national football team, Coca-Cola Turkey (@CocaCola_TR) was well positioned to share in the excitement – and the Tweets – around Euro 2016. It had an opportunity to reinforce its status as team sponsor, and to grow its audience on Twitter.
@CocaCola_TR created a three-day journey for Twitter users, encouraging them to share their love for the Turkish team and to spread the campaign message in a new way each day.
First, it invited users to Tweet to Unlock a new “national anthem” for the Turkish team, using the hashtag #HaydiMilliTakım(#ComeOnNationalTeam). Users received personalised responses from @CocaCola_TR, featuring the music video.
The next day, @CocaCola_TR ran a First View, giving its campaign huge exposure. Its video of the anthem stayed in the top ad spot for all Twitter users in Turkey all day, and #HaydiMilliTakım ran as the top trend.
On the third day, @CocaCola_TR Tweeted a Conversational Video, making it simple for users to share the anthem with their own followers by clicking on the hashtag.
1.Grab the headline with First View.
Using First View gave @CocaCola_TR the widest possible Twitter audience in Turkey, creating mass awareness and inviting mass participation in its campaign.
2.Drive sharing with Conversational Video.
By adding a strong call-to-action and customisable buttons to Promoted Video, Conversational Video encourages users to share your brand’s message with their own followers. The fun conversational format generates massive earned video reach through social sharing.
Over its three days, the #HaydiMilliTakım campaign generated six million impressions, and 25 thousand user Tweets. Its average engagement rate was 2.2%, peaking at 3.04%. By raising awareness and generating conversation, @CocaCola_TRreinforced the strong relationship between its brand and the Turkish national team.
“Twitter enabled us to capture the community and encourage consumer engagement whilst spreading our campaign message through customized responses. We extended our presence through a 3-day journey, creating opportunities to positively feed brand awareness and brand attitude. ” Coca-Cola Türkiye
When @TEB launched its Women’s Banking project (@teblekadin), offering consultative as well as financial services to women-led SMEs, it wanted to build a campaign as innovative and holistic as its new venture.
The bank created a TV ad celebrating the role of women-led businesses in a growing economy, and included the hashtag #KadınPatronlar (#WomenBosses) on screen. Just a few hours after the ad premiered on all Turkish TV channels, @TEB featured it in a Twitter First View campaign.
With First View, the video was the first ad Twitter users in Turkey saw that day – and the campaign hashtag #KadınPatronlar remained at the top of the trending topics list as the day’s Promoted Trend.
Build your campaign around an international event.
As many as 65% of users in Turkey use Twitter while watching TV. Of those 81% Tweet about adverts during shows.* @TEB launched its #KadınPatronlar ad at 9pm, kicking off a Twitter conversation. Its First View started at 12am and ensured the conversation continued throughout the next day.
Drive your brand conversation further.
@TEB closely monitored the hashtag, and made sure to amplify the voices of others and make its own voice heard. It engaged with users, and answered the questions users had Tweeted using the hashtag. When influential people Tweeted about #KadınPatronlar, @TEB and its sub-brands Retweeted them.
First View delivered @TEB’s #KadınPatronlar ad to a wide, engaged audience. The video was viewed three million times on Twitter, with over 100,000 of those views reaching at least the 75% mark. Twitter users mentioned the campaign hashtag almost 5,000 times and the bank gained hundreds of new followers on the day of its First View.
“TEB is among the most innovative banks, thanks to projects that are ‘firsts’. We also make use of ‘firsts’ in the launch and promotion of our projects. We were delighted not only to be the first finance brand to use First View, but also to achieve very successful results.” Zeynep Demirkol, Brand and Communications Director, Türk Ekonomi Bankası (TEB)
Turkish Airlines (@TurkishAirlines) wanted to tap into the curiosity that people have about flying and do something unique. With the increasing appeal of live broadcasting, Periscope and Twitter provided the perfect platform to create original content that demonstrated how the airline was at the cutting-edge of technology.
With the help of the crew, @TurkishAirlines broadcast a live stream of a flight from Istanbul to New York. To make sure it got the necessary approvals, it followed aviation guidelines and was careful not to broadcast live in-flight video in the cockpit.
The use of Periscope during the flight provided a great opportunity for @TurkishAirlines to talk about its quality customer service offerings. The fact that it was live and without any “editing” meant that viewers could see all of this in action.
1.Build buzz with live Periscope broadcasts.
In relatively early days for brands on Periscope,@TurkishAirlines saw an opportunity to get ahead of its rivals and create the first live in-flight broadcast. This allowed it to reinforce its position as a leader in innovation.
2.Reach the right audiences.
@TurkishAirlines supported the broadcast with Promoted Tweets targeting frequent flyers and those interested in aviation, promoting some Tweets the night before to encourage users to tune in. It also Tweeted organically throughout the flight, to make sure its million-plus followers didn’t miss out.
3.Make it interactive to drive engagement.
To make the broadcast more engaging, @TurkishAirlinesanswered questions from viewers while crew members asked questions about aviation and rewarded correct answers. This ensured a two-way conversation between those tuning in at home and the people on the flight.
Using Periscope and Twitter helped @TurkishAirlines reach more than 10,300 users and rack up more than 154,406 likes. Replays of the broadcast were viewed by an additional 14,967 users and generated a further 138,373 hearts. The Periscope story was picked up by many digital marketing and news aviation websites. The project reached a total audience of 4.5 million people. This helped @TurkishAirlines gain 5,000 new followers as well.
‘’The live broadcast process is really exciting…no interventions, no opportunity to cut a scene and replace it with another one, no soundtracks. We introduced a real operation, a real crew, and a real flight to the audience. It is not easy but it’s definitely a big step.’’ Elif Bora, Interactive Marketing Communication Specialist, Turkish Airlines
@Nescafe3u1arada knew that consumer passion was its best asset in reminding Turkish people why Nescafé 3in1 is their favorite coffee. The brand turned to Twitter to build on this passion and enhance its reach.
In the run-up to its Twitter campaign, @Nescafe3u1arada ran TV, outdoor and digital ads that talked about “the most loved coffee brand in Turkey” but without naming Nescafé 3in1. This left consumers free to realize for themselves which brand came to mind.
@Nescafe3u1arada then used the hashtag #AklımdanGeçen (#TheOneOnMyMind) in Promoted Tweets that encouraged consumers to share their own Nescafé 3in1 moments. When @Nescafe3u1arada responded to these Tweets with Lead Generation Cards, consumers were able to share their email addresses with a single click to receive a surprise.
@Nescafe3u1arada used First View to ramp up conversation, which ensured that its videos appeared in Twitter’s most prominent advertising spot for 24 hours. The brand also ran #AklımdanGeçen as a Promoted Trend.
Steps to success
@Nescafe3u1arada inspired lively conversation by using a memorable hashtag. It invited consumers to share their stories, and using Promoted Tweets, targeted people by their interests and the @usernames they follow.
@Nescafe3u1arada followed up directly with consumers who had joined the #AklımdanGeçen conversation, replying to each with a Lead Generation Card. @Nescafe3u1arada sent its new leads branded mugs and product.
@Nescafe3u1arada’s use of First View meant that, for 24 hours, when people in Turkey first visited the Twitter app or logged into Twitter.com, the top ad appearing in their timelines was a @Nescafe3u1arada video, and the top trend they saw was #AklımdanGeçen.
@Nescafe3u1arada found that its Twitter campaign gave significant support to consumer perception of the brand’s superiority. 100% of social media conversations around the campaign were positive, and the brand exceeded its goals in terms of impressions, engagements, video views and leads. @Nescafe3u1arada took pride in the fact that its First View campaign was the first of its kind in Turkey, and the first for any Nestlé brand worldwide.
The very first implementation of Twitter’s First View tool is a small part of our journey to connect to our consumers. The results are very fantastic in all metrics, and above all, its outstanding performance supported the campaign across all digital platforms very well. Gülçin Şekerci (@sekercig), Nescafé Mixes Brand Manager, Nestlé Turkey
Aileleri için en iyisini yapmaya çalışırken aynı zamanda da ebeveyn olmanın kusurlarını da kucaklayan Millennial anneler, pazarlama tarihinin en değerli tüketici segmenti sayılabilir. KRC Research’e göre sosyal medyada haftada ortalama 17.4 saat harcayan Millenial annelerin %74 ü karar aşamalarında düzenli olarak fikirlerinin sorulduğunu söylüyor. 10 Millennial anneden 9’u ise mağazalar, giysiler, yiyecek ve içecekler hakkında online olarak bilgi paylaşırken satın alma sürecinde %25 oranında ortaklaşa alınan kararı uyguluyor. Türkiye’de ise %69.5’i second screener olan anneler, kendilerinden önceki jenerasyon ile aynı annelik eğilimini paylaşsalar da, pazarlamacıların doğru mesajı yaratmaları ve Millennial anneler ile başarılı bir empati kurmaları için bir takım önemli noktaları göz ardı etmemeleri gerekiyor.
Millennial annelerin üçüncü şahıslara güvenmeme algısı, çocukları ile beraber daha küçük bir dünyada yaşamasına sebep oluyor, annenin kontrolü elinden bırakmamasına ve tetikte olmasını sağlıyor. Bu durumda pazarlamacıya, annenin korumacı kaygılarını anlamak ve ona daha büyük bir dünyanın parçası olduğunu hatırlatmak düşüyor.
Beslenme, diyet ve spor ile ilgili sonu gelmeyen araştırmalar içerisinde boğulan Millennial annelerin %60’i çoğunlukla bir ürünü almadan önce besin içeriğini ve katkı maddelerini kontrol ediyorlar. Yiyecek ve içecek markaları, Millennial annelerin alışveriş kararlarını detaylı bir şekilde inceleyerek yeni fırsatlar oluşturabilirler. Örneğin Millenial annelerin online tavsiyelere ne kadar önem verdiği, yiyecek-içecek alışverişi sürecinde neden başkalarıyla beraber verdikleri kararı uyguladığı, partnerlerinin ve çocuklarının bu süreçte ne kadar etkili olduğu gibi sorular annelerin etkisi göz önüne alındığında daha derin bir inceleme gerektirir.
Son olarak, dijitalde fazlasıyla etkin olan Millenial anneler, çocukluk ve yetişkinlik yıllarını bireysellik ve orijinallik arayışında geçirdikleri için, markaların bütün Millennial anneleri aynı pazar segmentine koyması yanlış bir hareket olur. Bu durumda markalar kampanyalarını oluştururken, annelerin oluşturdukları bağımsız kimliklere ve kendilerini nasıl gördüklerine, çocuklarıyla kurdukları ilişkilerine daha fazla odaklanmaları gerekir.