Category: Best Use of Social Media Marketing
Advertiser: MULTI DEVELOPMENT TURKEY
Product/Service: FORUM KAYSERI
Media Agency: KROMBERA , Istanbul , TURKEY
Marketing Director: Pınar Uçkan (Multi Development)
Marketing Manager: Ceren Öztorun (Multi Development)
Marketing Specialist: Sevda Karagül (Forum Kayseri)
Deputy Center Manager: Ali Kabakçı (Forum Kayseri)
Center Manager: Gamze Ergel (Forum Kayseri)
Agency President: Alper Afşin Özdemir (Krombera)
Vice President: Mustafa Burak Su (Krombera)
Account Manager: Emre Özilhan (Krombera)
Business And Project Development Director: Begüm Akın (Krombera)
Developer: Tuncay Kınalı (Krombera)
Media placement: Facebook Ads - Facebook - 19 August 2011
Media placement: Outdoor - Kayseri, Billboards, Bus Stop Advertisements - 19 August 2011
Media placement: Newspaper - Kayseri's local newspapers - 19 August 2011
Insights, Strategy & the Idea
Forum Kayseri is the 10th project of Multi Development Turkey and the biggest shopping mall in Kayseri.
4 months before the opening, they wanted to increase public awareness. The challenge was to bring together a shopping centre that is not opened yet and Kayseri’s local people. So, we decided to select locals to be Forum Kayseri’s Ad Stars by creating a Facebook campaign.
The campaign was merely targeted to people who live in Kayseri and have a strong passion for their culture. When we announced that the Ad Stars will be selected above them to promote the opening of Forum Kayseri, they were as willing to contribute.
Creative Execution
To promote our campaign, Segmented Facebook ads were used to reach Kayseri’s local people as a part of the digital campaign. The campaign was also supported with outdoor advertising and newspapers.
Announcements were made simultaneously and Ad Star candidates were invited for a photo shoot. The photo shoot took place at Kayseri Hilton on August 19th-21st. The photos were uploaded to Forum Kayseri’s Facebook page and ad stars promoted voting on their walls.
Participants competed to achieve the highest vote on the Facebook application. Eventually, 11 participants were selected by Facebook votes and had the chance to be the “ad star” of Forum Kayseri.
Results and Effectiveness
- Wall posts about the voting in Forum Kayseri’s Facebook page were viewed 3,225,077 times.
- Total number of ‘likes’ and post comments: 12,056
- Total photos uploaded: 756
- People voted: 30,435
- Total votes: 111,333
With the campaign, we have reached 39,281 fans.
In terms of the business goals, even before its opening, Forum Kayseri raised much attention and public awareness. The Ad Star campaign encouraged a bonding between Forum Kayseri and locals.