Although the production scale is relatively smaller to European and American markets, day-by-day brands are creating branded entertainment projects in Turkey. The reason behind this trend is not only the increasing importance of brand experience and connecting with the target audience on a more emotional level, but also the crowded clutter and constantly increasing prices for traditional media investments.

To be sincere and to touch the emotions, instead of using cast we chose “real mothers and kids” for the project. We communicated the kids who are abroad and contacted someone close to their mothers. The close friend brought the mother to the shopping mall and we recorded the moment. Then we published the video content on Arçelik’s Facebook page. Because content was highly emotional and touchy, organic reach was 20 times more than expected. The experience that mothers had, reached millions and shared by thousands of people, despite the fact that Youtube was banned in Turkey at that period.

- The project video reached 7.137.280 unique visitors and liked by 104.398 people.

- We provided approximately 600.000$ earned media, whereas we targeted 185.000 $

- Engagement rate of Arçelik Facebook page was doubled, comparing to the previous month of the campaign launch.