Tick Tock Boom Digital Agency - Communications Research Campaign
Company: Tick Tock Boom Digital Agency, Istanbul, Turkey
Company Description: Turkey’s first Digital PR and Online Reputation Management agency, offering fully integrated digital solutions to multinational companies and local sectoral leaders. We are modern day communication professionals who combine PR and marketing communication experience with an elaborate approach. Our passion for digital media has led us to transforming latest technologies into great ideas.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Communications Research
Nomination Title: TEB BNP Paribas: #ElAlemNeDer (#WhatOthersWouldSay)
In up to 525 words, tell the judges about the nominated research program: its genesis, development, planning, commission, and performance to date:
As TEB BNP Paribas, with “women’s banking”, we aim to get more women participate in the economy and overcome the obstacles against women’s existence in the business world. With #ElAlemNeDer (#WhatOthersWouldSay) digital campaign, we set out to encourage women, inspire them and break the “what would others say” prejudice.
Women are not where they deserve to be in the Turkish business world. According to a research by Deloitte Turkey in the finance industry, bank employees saw the “small number of women leaders” as a crucial problem.
As TEB, with “women’s banking”, we aim to get more women participate in the economy and overcome the obstacles against women’s existence in the business world.
In our social listening, we detected the most common negative expressions women face in Turkey. We knew that with enough support, we could change the prejudice against women as being unsuccessful due to research findings. We created our strategy based on this data, and as TEB, set out to show the importance we give to “women’s banking.”
We planned to release our film on March 8th International Women’s Day. So that we could get more conversations with less media investment. Our campaign hashtag was #ElAlemNeDer (#WhatWouldOthersSay). We released teaser film to start the organic conversation on February 27th. We also purchased a Trend Topic on March 5th on Twitter, and got the largest conversation that day. We reached users with our Masthead on YouTube, to increase our viewership and engagement. After the huge interest raised by our film made for digital channels, we decided to air it on TV.
We reached our message to more than 23 million people by the end of our campaign. We got close to 16 million views; 9 million views were on digital. 51 different industry-leading websites talked about our project as “the campaign that inspires women.” After the campaign, we got 45,000 conversations using the #ElAlemNeDer (#WhatWouldOthersSay) hashtag. More than 2 million people were reached organically through those crowd-sourced posts.
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications program (up to 125 words):
Mert Mavis: Currently working as a digital and social media manager, in a leading bank with integrated project experience in online & offline media. Adept in digital marketing, discerning project requirements and communicating the in house client’s needs to creative teams. Build executive-level relationships and manage the daily workflow of concurrent projects to ensure deliverables are completed on time, budget and inline with strategy.
Gürkan Gürel: A prolific advertising communicator, a creative director, strategist and copywriter with a passion for creativity! He is highly focused on viral & native advertising, digital creative strategies, commercial direction and developing unusual projects for companies and social responsibility initiatives since 2010. He is a superstar disco party based and occurred in Istanbul.