Cannes Lions

#banabak

YOUTH REPUBLIC, Istanbul / PROCTER & GAMBLE / 2017

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Overview

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Credits

Overview

Description

In order to make the brands popular yet sincere, #Banabak(#lookatme) platform has established. #Banabak platform aimed to tell the youth that, as opposed to many other brand creating pressure to consume more and more, they don’t need any effort more than their daily personal care routines.With this idea, we chose YouTube as our main communication channel since 70% of our target group regularly spend time on Youtube,that is a new search engine and TV for young people. The YouTube channel is talking with young people as their brother or sister and gives them our main brand messages while entertaining them.

Execution

To reach our target audience, we created fun contents related to personal care with Turkey’s most loved vloggers who are trusted by young generation. Specific vloggers were selected for each brand according to brand’s spirit and video formats were created. Contents were created according to the Google search trends and the brand messages were creatively fed into the youngster’s trend topics.‘’BanaBak’’ YouTube Channel is being fed new content on a weekly basis and engaged with its subscribers regularly.

Outcome

Became Turkey’s no.1 branded channel in YouTube

#Banabak gained 100.00 subscribers in one week,currently it has more than 300.000 subscribers.

Videos were viewed 25 million times in total

More than 50% of the branded videos were expected to view organically.

6 million organic views

Young Adults liked our videos 105.000 times and commented 23.575 times in total.

Top of mind awareness raised 3.6 points and past 3 months purchase rates raised 5.8 points on average per brand.

Awareness of #banabak has increased by 33% and according to Google’s Brandlift research the result is the best of the category.

Earned media value for brands in total is 350.000 Turkish Lira.

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