Company: Turkcell, Istanbul, Turkey
Nomination Submitted by: Mindshare
Company Description: Turkcell started in February 1994 as Turkey's first GSM network. As of the first quarter of 2019, it has 41.6 percent of mobile phone users in Turkey. Turkcell is followed by Vodafone with a market share of 31.1% and Türk Telekom with a market share of 27.3%.[8]
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Best Use of Data to Drive Brand Strategy
 Nomination Title: Turkcell Pasaj Create Your Own Friday
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The campaign started on 1 November 2022.
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
https://www.youtube.com/watch?v=gCJlR0UrFDw&
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 66 words used.
Every year, especially during the months of October-November, there was a campaign intensity dominated by rival marketplaces. During these periods, we could not allocate budgets as large as our competitors to our communications. As our visibility was lagging behind our competitors in proportion to our budget, it was becoming increasingly difficult to reach the end user. We needed a strategy to separate ourselves from this clutter.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 98 words used.
We brought together our Google analytics, facebook and website data. We combined these with responses to our smart chatbot and our polled stories. We announced our campaign to large audiences with our films. We had the influencer create their own “monthly to friday” deals. We optimized our ad creatives according to user behaviors and personalized them. In this way, we enabled thousands of users to access the products they need at a discount, with 62 percent CTR and six thousand seven hundred and eighty assisted Conversion, increasing our revenue by 177% and exceeding our turnover target by 191%.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 110 words used.
With this media strategy applied for the first time after all communication efforts, we achieved such a great success. In November, we reached a total of 129 million impressions, 1.1 million clicks, 53 million video views, and 27.8 million reach in Meta Connected Brands. Compared to the previous year, our campaign achieved a revenue increase of 177%, a sales volume increase of 33%, a 290% increase in assists, an 8.45% increase in e-commerce conversion rate, and a 22% increase in users. We exceeded our November sales target by more than 191% and completed our communication efforts well beyond our target, which was one of our biggest goals.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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