Cannes Lions

MY MOM IS THE BEST COOK

STARCOM MEDIAVEST GROUP, Istanbul / PROCTER & GAMBLE / 2013

Presentation Image
Case Film

Overview

Entries

Credits

Overview

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.

Outcome

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.

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