Hayat Kimya - Multicultural Campaign
Company: Hayat Kimya, Istanbul, Turkey
Company Description: Hayat Kimya is a Turkish FMCG company, HQ in Turkey, 14 plants in 8 subsidiaries and operations in 100 countries, manufactures goods in hygiene, tissue, home care categories with 12 brands. The 1.5 billion$ company is, world’s 5th largest branded baby diaper manufacturer, and the largest tissue manufacturer of Middle East, Eastern Europe and Africa and employs 8000 people.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Multicultural
Nomination Title: Grand Launch of Hayat Kimya in Pakistan
Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Hayat expanded international operations in Iran, Egypt, Morocco, Russia and Nigeria recently. 360 communication of Pakistan launch was the best practice in the company history. Setting foot in Southeast Asia first time with Pakistan in February 2018 with Molfix diaper, Papia, Familia tissue brands, company maximized brand & corporate communication experience in new market entries to build company reputation.
Hayat organized a world-class company and brand launch event to a diverse audience including trade partners, media members, bloggers in Pakistan. High-tech innovative shows, rich content, audiovisual presentations and persuasive R&D tests kept the pulse high throughout the event. Historic cultural bond, internationally impressive event and appealing local celebrity endorsement was leveraged at only one event to build reputation and maximize reach on both Pakistani and Turkish TV, print, social media channels reaching a total of 38.5 million people through single event.
Instead of conventional presentations to explain product features and brand identity, Hayat combined content, innovation and creativity on stage: First time in Pakistan, professional dancers from Turkey, choreographed product features, with ghost-curtain-technology projecting 3D mapping show in the background. This unique technique thrilled the audience, as Hayat was the first ever company that presented tissue softness through a toilet paper-made bridal gown under the rain and presented best absorption feature of Molfix diaper on a stage-full water tank aquarium in Pakistan.
Hayat has extensive brand communications experience in Middle East, North&Central Africa. Local brand ambassador collaboration is a common practice in FMCG, however, only after the brand has succeeded in the market. In Pakistan–Hayat’s first Southeast Asia market entry–Molfix changed the game: Pakistan’s most ‘googled’ actress (2014 google top trends report) and newly mother ‘Ayeza Khan’ used Molfix diaper, endorsed it on stage at the first brand&market launch event! To create a ‘snowball effect’, she revealed that she’d be the face of Molfix in the upcoming TV ad campaign. Turkish company investment in Pakistan, the quality of brand endorsed by Pakistan’s favorite actress mother at the market entry were hype news for Pakistan’s TV camera’s, bloggers’ entries, press members’ columns.
Unlike common ‘investment promises’ by companies, Hayat’s strong stance with well-known, respected actress at launch event, together with high tech presentations, enhanced a strong faith in Hayat and its brands by Pakistani trade partners, press members&bloggers.
The event in Pakistan was broadcasted live in Turkey to Hayat employees and to Hayat social media followers on Instagram&Facebook.
Enhanced cultural integration continued in Turkish media simultaneously. Same day, media interviews, videos and press releases were shared with Turkish lifestyle and economy media, along with posts on Turkish social media accounts. After launch, Ayeza Khan was hosted in Turkey. She organically posted historical sights in Istanbul enhancing cultural bond between two cultures. Posts on her Instagram were viewed by 1.6 million followers.
A climax to the historical bond between Turkey&Pakistan was reached, when Hayat’s Global Sales Vice President concluded his speech with Pakistan’s national slogan “Pakistan Zindebad” (Pakistan Forever) and converted it into “Pak-Turk Dosti” meaning “Pakistani-Turkish Friends” and received a loud “Zindebad!” (Forever!) from the audience. It was a cross-cultural, mutual national sentimental moment.
Astonishing results were achieved in both countries’ media through single PR event: Top 47 thought leaders posted 73 posts from event, which are viewed by 4.045.000 followers and 34 print, 7 online, 2 TV news reached a total of 11.590.000 people in Pakistan. Videos of event received 1.068.649 viewers on Hayat social media. Same investment news received 29 print, 66 online news in Turkey reaching 26.960.304 people in Turkey.
Hayat executed a high-standard market entry with skillful Turkish and Pakistani teams, applied professional know-how, leveraged 360 effective communication strategies at both ends and reached in total 38.550.304 million in Turkey and Pakistan through this event. Above all, the company accomplished to build trust and reputation vis-a-vis influencial partners and stakeholders in 2 countries.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).
-First in Pakistan, breakthrough technology ‘ghost-curtain-3D-mapping show’ and Turkish dancers performed brand identity and product features on stage.
-Hayat changed the game with a strong influencer marketing endorsement at market entry. Pakistan's most Googled celebrity mother Ayeza Khan endorsed Molfix at launch.
-Rich content embezzled diverse audience of 500 invitees; trade partners, media, bloggers in Pakistan.
-Interviews with Ayeza Khan and Hayat Executives, received 2 TV, 34 print, 7 online news channels. Top 47 influencers posted 73 posts, viewed by 4.045.000 followers. Total reach in Pakistan was 11.590.000 people with 4.737.000 Rupee-ad-value.
-Event video was viewed by 1.068.649 people on Hayat’s social media accounts.
-360 communication stretched to Turkish media with 29 print, 66 online news. Total reachwas 26.960.304 people with 344.653 Liras-ad-value.
-Hayat maximized multicultural communication via ONE event and reached 38.550.304 people in Pakistan&Turkey.