Having entered the Turkish market in 1986, Yumos has been the lovemark in fabric conditioners category. Almost synonymous with fabric conditioner, Yumos has been the leader in the category with the highest market share along with highest brand scores. Meanwhile, liquid detergents market was dominated by Perwoll’s 61.8% market share. Unilever needed a liquid detergent brand to challenge Perwoll in the premium category and Yumos was perfect for this job as a much loved, renown and “associated-with-care” brand in the total Unilever home care portfolio. Therefore, 3 specific variants were created, claiming to perform better than Perwoll and launched with a higher price index.

Our campaign idea was based on a wordplay in Turkish meaning “Yumos detergent is out / worked very good”. We had already launched our first campaign in January 2021 on TV and digital, followed by our hugely popular Nisantasi outdoor activation project turning out to be a national trend topic. To follow up, we decided to create yet another out of box project to boost our popularity. We knew consumers loved our bears, they were also spending more time at home due to pandemic and gaming was increasingly popular. So, we asked ourselves, what if Turkey’s beloved and popular Yumos bears were even “out” on Turkey’s most watched reality / game show’s island?

For our detergent launch, our challenge was both to bring our beloved Yumos bears to the scenes as in our 2020 conditioner campaign, but also to create a clear differentiation and awareness that this time Yumos “detergent” was out. Therefore, our priority was to register that now Yumos also offers a fabric care liquid detergents family, and furthermore its 3 variants were superior in the market. Our Yumos bears had first announced this “small for mankind but huge for Yumos bears” news on TV, digital and social media. Then it was time to playfully focusing on making this news even bigger with more engaging projects.

We first announced with our teasers that Yumos bears are flying to the Survivor Island. Then, we sponsored a prize game in Survivor show where teams competed to win the chance to spend a night in Yumos villa, with their brand new and freshly washed clothes. Then we announced our interactive game “Yumos Island”. Instead of a standard TV advertorial or sub banner, viewers played our game during the ad break with their TV remotes or mobile phones or on yumosisland.com. This way, for the first time, viewers could virtually join Survivor competitors in playing track games and spend time with our brand instead of going back to their mobile phones during the commercial break. Participants gave us permission to collect their data for a chance to win a trip to finale in Dominican Republic. The game created such a buzz that we decided to keep it permanently accessible.

• Yumos Island game reached 2.5 million people on TV.

• To reach more people we used 14 SM influencers with + 10.7 million followers in total. With 37 stories we gained 3.9 million reaches, 115.5K engagement and 77K mention taps.

• A total of 401,289 people played on TV, web and mobile.

• 34% of them played the game with the remote, 66% from the web and mobile

• In May 2021, Yumos scored +8.7 points in liquid care detergents compared to the month before. In total:

• Overreached its annual KPI of 2% penetration resulting with 2.6% in 6 months

• Reached 63% of the annual revenue KPI in 6 months

• Anchored its rank to number 3 with 9.6% market share in liquid detergents market