Advertiser: PROCTER&GAMBLE
Agency: STARCOM MEDIAVEST GROUP
Category: Best Use of Branded Content & Sponsorship
Chief Content Officer: Ferda Tarakcıoglu Erdem (SMG Liquidthread)
Content Executive: Gozde Krıstal (SMG Liquidthread)
P & G Household Care/Health/Wellbeing Category Supervisor: İmer Kamadan Sen (Starcom MediaVest Group)
P & G Junior Communication Planner: Ozgur Akyuz (Starcom MediaVest Group)
Brand Operations Media Group Manager - Turkey MDO: Selvi Talipoglu (Procter & Gamble)
Brand Operations Associate Director – Turkey MDO: Tuba Altunterim (Procter & Gamble)
P & G Client Director: Okan Özcan (Starcom MediaVest Group)
P & G Senior Communication Planner: Can Senses (Starcom MediaVest Group)
Content Producer: Emre Baser (SMG Liquidthread)
Brand Operations Integration Group Manager - Turkey MDO HHC/Gillette/P&G: Ozge Erdem (Procter & Gamble)
Brand Operations Integration Manager - Turkey MDO HHC: Seden Efe Yılmazer (Procter & Gamble)
Execution
Program starts with family stories in which Fairy is a part of 'Feeding Family Life' in kitchens. In the show, mothers compete to prove the claim of their children. They mention brand messages in a natural way by demonstrating Fairy in the dishwashing sections. Fairy’s celebrity face, Berna Lacin, is included as the host of the show to fully leverage Fairy assets. The program visuals; décor, logo, flyers etc. are designed based on Fairy visual codes to increase the Fairy link to the program.Recipes on program creates great WOM among viewers . They request recipes via BBA Facebook page. We linked BBA recipe section to Fairy Mutlu Mutfaklar platform and initiate Carrefour FMOT campaign to link sales to branded content. BBA YouTube Channel with Fairy branding has significant views. To leverage BBA hype & insights in twitter, we started a Campaign with Fairy sponsored gifts for the lucky participants.
Effectiveness
In 7 weeks, BBA show reached 65% of consumers in clutter free TV environment. BBA Facebook page received 9500 likes and daily engaged with 1075 users (avg.). 1504 families filled application to compete as mother & child on BBA.Viewed 15000 times on YouTube. Recipe section drove 9% additional traffic to Fairy Mutlu Mutfaklar platform and 4% to mobile application.Generated 65% Top Of Mind awareness of Fairy as the sponsorship brand in the program (IPSOS)Leveraging campaign by #BenceBenimAnnem hastages became trending topic (TT) in Turkey only in 3 hours and Fairy Twitter account gains new followers.
Strategy
Fairy's new premium dishwashing detergent was launched on December 2012 as best of the best. Competitive brands responded with promo activities and also counter attacked via shifting tone of voice to Fairy's family-oriented communication playground. Our objective was to pull out Fairy from this clutter and communicate its superiority messages in a sincere way. We designed a 360° Branded Entertainment program to integrate 3 in 1; Food, Family, Challenge.Children, regardless of their age doubt many things about their mom but not her passion to feed the family with top culinary skills. For a Turkish mother, the grand gesture is to hear her child, praise her cooking in front of others. So, we decided to create a family cooking program in which a child can do this in front of everyone in Turkey and also seed it digitally!