Magnet20 - Small-Budget Marketing Campaign
Company: Magnet20, Istanbul, Turkey
Company Description: We create human experiences with products, services and platforms to transform brands and grow businesses. Our services; Marketing Solutions, Sales Solutions, HR Solutions.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million / €5 million)
Nomination Title: GSK Turkey Company, HIV+ Awareness Campaign, "Give a Break For Yourself"
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
There was a fear towards HIV and HIV+ individuals, mostly LGBTI+, were marginalized in Turkey where hundreds of hate crimes towards homosexuals and transsexuals had been committed in the last 5 years.
Many people didn’t know how HIV is transmitted, diagnosed or treated; it’s a source of fear. Some people are even afraid of touching HIV+ people.
When it came to HIV+ people, they were uninformed about the test and treatment processes. Due to the dynamics of the society they lived in, they were afraid of sharing what they’d experienced and had pessimistic views for their future lives.
So, we created a year-long - starting from World AIDS Day - digital focused campaign which raised awareness about HIV+ in the community while aiming to encourage HIV+ individuals to get tested and start treatment.
Touch and listen to the stories of HIV+ lives.
Touch and learn about tests and treatments.
Touch and give support.
People who visited http://kendinicin1aralik.org/">kendinicin1aralik.org touched on the fingerprints they saw on screen and got in contact with HIV+ lives maybe for the very first time in their lives. They listened to stories about how to overcome obstacles, learned about the details of the disease, ways of treatment and they gave support to the campaign.
They learned that there is no need to fear. They’ve also learned that one can live a long healthy life with regular tests and treatment.
At the same time, using mirror as a metaphor for empathy and confrontation since people see their own reflections in it, we dived into product development and produced an interactive mirror with a touch screen. Using this mirror in spots chosen in accordance with our target audience, we offered people a profound experience when they least expected.
So, how we reached our target audience?
Once clarifying the strategy and the creative idea, we had to decide upon our target audience and which channels/media to use to catch their attention. We’ve specified our target audience as LGBTI individuals, potential HIV+ individuals, patients’ and medical specialists’ associations, NGOs and the whole community.
Medical specialists’ associations, patients’ associations like Positive Living Association and Red Ribbon Istanbul as well as NGOs about sexual health and human rights attended our press meeting which doubled as a launch event.
We took web searches with the word “HIV” and related video/web content consumption as a reference point for reaching potential HIV+ individuals, we planned on reaching LGBTI individuals through Hornet, which is a social network for gay men with 300.000 users in Turkey. For the rest of the community, we used basic demographic segmentation both in digital and conventional media with a mass oriented approach.
We followed this multichannel communication process’ performance through online dashboards, chose the most efficient channels and focused on them.
Our campaign, which started on 1 December 2016 and will run until 1 December 2017, has found itself a place in Hornet, Facebook, Instagram Youtube, Search Ads, Display Banner Ads, Truview Ads and mainstream media like huge TV channels and print media.
And what we achieved with this campaign?
Our campaign messages have reached more than 12 million people through digital and conventional media (14 print media, 53 online media, 9 TV) in the first 5 months. Individuals who visited http://kendinicin1aralik.org/">kendinicin1aralik.org have touched the fingerprints on their screens and watched videos with HIV+ stories more than 500K times.
Once watched the HIV+ stories videos, more than 80K people willingly pledged to a text that said they were aware of HIV and stood side by side with HIV+ individuals.
Starting with an aim of raising awareness, this campaign caused 22,5% increase in “HIV” searches according to Google Turkey trends. The word “HIV”, which had a monthly average search volume of 67 on Google before 1 December 2016, has increased to 82 on average since that date.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-By providing people the experience of touching through kendinicin1aralik.org, we succeeded in giving the following messages.
-To HIV+ individuals: “Don’t be afraid. #Touch. If you get tested and treated, you can live with HIV and have a healthy and happy life.”
-To the rest of community: “#Touch.There is no need to be afraid of people living with HIV+. You can keep loving them, working with them, sharing your items, love, food, everything with them.”
-What about our results?
-Our campaign messages have reached more than 12 million people.
-Our HIV+ video stories have been watched more than 500K times.
-More than 80K people have committed a text that said they were aware of HIV and stood side by side with HIV+ individuals.
-Our campaign caused 22,5% increase in “HIV” searches in Turkey according to Google Turkey trends