Company: Beyaz Kağıt San. ve Tic. A.Ş.
Company Description: Beyaz Kağıt was established in 2005 in Adana Organized Industrial Zone. Powder and liquid detergent, softener, liquid soap, general purpose cleaners, anti-limescale cleaners, bleach, liquid and gel dishwashing and cosmetic products are also produced. It has brands such as Asperox, Peros, Clix, Sev. It is a completely Turkish capital company that among the top 250 industrial establishments.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Home Supplies
 Nomination Title: BEYAZ KAGIT PEROS COLOR EXPERT - YOUTH ELIXIR OF CLOTHES
- 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:
Written answers to the questions
- 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.
- 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:
We started Peros Color Expert Liquid Laundry Care Detergent (Light Duty) launch on 7th November 2023.
- 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 244 words used.
As Peros, our goal is to offer consumers accessible products that meet their expectations in every aspect of laundry care. Therefore, we launched a new product line in the liquid laundry care detergent (Light duty) category. We supported the Peros Color Expert Series with a launch communication campaign.
The liquid laundry care detergent market is a challenging market with global and well-established brands. Leading brands in this category include [REDACTED FOR PUBLICATION] (Source: Ipsos HTP, Q1 2023). These major global brands are top-of-mind for customers when it comes to liquid care detergents.
Our pre-launch Usage and Attitude (U&A) research revealed that our target audience predominantly prefers the first brand to enter the category, [REDACTED FOR PUBLICATION], for their colorful clothes. Consumers brand loyalty is strong, influenced by trust in global brands, established habits, stockpiling behavior due to economic conditions, and having a sufficient supply at home.
In 2023, nearly all laundry detergent brands engaged in launch and relaunch campaigns.
According to research and market data, the use of powdered detergent in Turkey is approximately four times that of liquid detergent. Consumers believe that powdered detergent cleans their clothes better. When we asked about their biggest expactations from a liquid detergent, we received the answer “perfect cleaning”. They find the cleaning performance of liquid detergents poor. This has been a barrier for us.
Additionally, due to the high inflation in Turkey, protecting existing clothes and using them for a longer period has become a necessity.
- 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 250 words used.
The key differentiator of Peros Color Expert Series is fabric and color protection with “collagen serum effect”. Collagen has recently gained popularity among women for youthful, healthy skin, making it a buzzword included in various products like face creams, shampoos, and foundations.
In the light duty category, defined as the cosmetic for laundry, we launched our product leveraging the "collagen serum effect," resonating with the target audience's daily lives and sparking curiosity by merging collagen with laundry care.
Slogan for Peros Color Expert Series is "The Youth Elixir of Clothes."
Our celebrity in the campaing Esra Erol is a TV programmer that our target audience follows very much. She is also among the most reliable women in Turkey.
Media Approach: In November 2023, we became the leader in the liquid detergent category with 33% SOV. We recieved 32 million views on Youtube. We focused our TV communication strategy on time slots when our target audience is more active and secured special agreements across a wide range of channels. By identifying the most-watched programs and series, we developed targeted advertising strategies for effective and quality visibility (e.g. Kızılcık Şerbeti,.
We performed an A/B test for the short copy of our commercial film on digital platforms and used the version with higher video completion rates for both digital and TV campaigns.
To boost visibility, we utilized outdoor advertising, with "Peros Color Expert" branded vehicle on the Metrobus route, seen daily by Metrobus users and those on the D-100 highway.
- 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 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 192 words used.
Goal 1: To reach a [REDACTED FOR PUBLICATION] market share within the first 6 months in the liquid care detergent category after the launch.
Result 1: After our launch communication, we increased our market share to [REDACTED FOR PUBLICATION] and quickly entered the top 3 brands. (Source: Ipsos Household Consumption Panel Research, Q1 2024)
Goal 2: To double our company's liquid detergent sales.
Result 2: Peros liquid detergent sales increased [REDACTED FOR PUBLICATION] after our communication efforts. (Source: Beyaz Kağıt, Sales Reports, Q4 2023)
Goal 3: To increase consumer awareness of liquid detergents and grow the category.
Result 3: Peros is the brand that contributes most to the growth of the liquid detergent category. (Source: Ipsos Q1’2024 HCP)
Goal 4: To increase our liquid detergent household penetration to [REDACTED FOR PUBLICATION] in the first 6 months.
Result 4: We reached [REDACTED FOR PUBLICATION] household penetration in 6 months.
Goal 5: To strengthen our brand perception by increasing our ad recall rate to stand out from the intense communication in the category.
Result 5: According to brand lift results, +6% Meta ad recall boosted brand perception for approximately 500.000 people. (Source: Meta Brand Lift Research Results, November - December 2023)
- 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):
Total 105 words used.
Descriptions of the attached files are as follows;
- “Youth Elixir of Clothes” launch commercial
- Ipsos HHP Q1’2024 Report screenshots showing liquid laundry care detergent category (light duty) growth, brand market shares, and hosehold penetration. (pptx format)
- Nefis Yemek Tarifleri, which is the most visited website by our target audience, website and mobile site banner screenshots. Also NYT have 11 million followers in Instagram. They shared videos with our product in this Instagram page.
- Peros Color Expert advertorial videos from Kızılcık Şerbeti and Kızıl Goncalar TV series.
- Peros Color Expert outdoor - branded bus (Metrobus) photos.
- Hepsiburada (one of the most used e-commerce platforms) consumer comments
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