THE NEW RULES of

ADVERTISEMENT

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 PASSION

INNOVATION

ENTREPRENEURIAL SPIRIT

OPEN MINDEDNESS

QUEST FOR EXCELLENCE

RESPONSIBILITY
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«THE» & «BOLD»

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«not to be updated»

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WELL DEFINE UNDERSTAND FIND
YOUR BRAND YOUR CONSUMER RIGHT TOUCHPOINTS

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 WITH FULL P&L RESPONSABILTY
WELL DEFINE UNDERSTAND FIND
YOUR BRAND YOUR CONSUMER RIGHT TOUCHPOINTS

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JOURNEY OF
MARKETING

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GUILDED AGE OF TV- APRIL 2016
1 HERO CONTENT FOR
THE ENTIRE CAMPAIGN

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 FUNNEL: TILL 2018

MEDIA

TV

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 FUNNEL: TILL 2018

MEDIA MEDIA

TV TV DIGITAL

YOUTUBE INFLUENCERS

FACEBOOK

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DIGITAL & SMARTPHONES HAVE CHANGED THE RULES
 SHORTER, SMALLER, STRONGLY ANIMATED

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CONSUMERS ARE IN CONTROL
 SKIP, SCROLL, SWIPE MUTE, BLOCK

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SHORTER CONSUMER ATTENTION
 3’’ TO GRAB CONSUMER ATTENTION

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C1 - Internal use
SHORTER CONSUMER ATTENTION
 SHORTER VIEWERS HOLD VIEWERS ATTENTION BETTER

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 FUNNEL: IN THE PAST & NOW
FUNNEL NOW

MEDIA MEDIA MEDIA

TV
DIGITAL

FACEBOOK YOUTUBE INFLUENCERS

TV TV DIGITAL
AWARENESS AWARENESS AWARENESS
YOUTUBE INFLUENCERS SAÇ SIRLARI
MAKYAJ.COM CONS CONS CONS
FACEBOOK

AWARENESS
ACCOUNTS
CONS PURCHASE
PURE PLAYERS

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DIGITAL MEDIA STRATEGY: FUNNEL

MAKE THEM
AWARE OF YOUR
CAMPAIGN VIEW RATE
COMPLETION RATE
ENSURE THE CPCV
AWARE ONES CTR
DIGEST YOUR RTB’S CPC
AD RECALL LIFT
WHY SHOULD THEY
BELIEVE IN YOUR
RTB?

WIN THE
INTERESTED ONES CONVERSION RATE
AT E-RETAILER CTR
CPC
RETURN ON
DON’T TURN YOUR
ADVERTISING SPEND
BACK ON KEEPERS

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STILL TRYING TO
BREAK THE RULES
& TRY…

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BREAK THE RULES- LOREAL PARIS TRUE MATCH
Creative Guidelines
Branding in 6 sec
Show Product in 6 sec
Give Brief Message
Max 10 sec video on FB
Max 30 sec video on YT
Use fast pace videos
Give message with super
…

Break rules in case of opportunity(image campaign, emotional bonding creatives etc.)

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BREAK THE RULES- LOREAL PARIS TRUE MATCH
Results
26.2% lift in Brand Interest
(best in class, based on studies from Consumer Packaged Goods vertical(s) in TR)

537.5% lift in Product Interest

(best in class, based on studies from Consumer Packaged Goods vertical(s) in TR)

#1 FOUNDATION DURING INVESTMENT

PERIOD NOV’17 WITH 13,9% MS

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CONTENT STRATEGY:
LET THE CONSUMERS
DECIDE?

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 LET THE CONSUMER DECIDE: PURE CLAY MASK CASE
to find the most catchy insight for millenials, we conduct AB testing on Facebook

MAIN KPI
AD RECALL LIFT [ROUGHNESS?
(BENCH 7%) OILY SKIN?
TIREDNESS?]
[MAKEUP?
[SOLUTION:
MAL NUTRITION?
#INSTANTDETOX]
STRESS? ]

[SOLUTION:
AD RECALL LIFT 9,1 % #INSTANTDETOX]

[GLOWING,
SOFT &
FRESH SKIN?] AD RECALL LIFT
[SOLUTION:
#INSTANTDETOX] 10,4%

AD RECALL LIFT 7,6%

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TARGETTING
STRATEGY

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DIGITAL MEDIA STRATEGY: PRECISION ADVERTISING

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DIGITAL MEDIA STRATEGY: PRECISION ADVERTISING
GROUP
FROM.. TO.... 1

GROUP
2

TARGET GROUP
IDEA CONTENT IDEA
AUDIENCE 3

GROUP
4

GROUP
5

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DIGITAL MEDIA STRATEGY: PRECISION ADVERTISING
GROUP CONTENT
FROM.. TO.... 1 1

GROUP CONTENT
2 2

GROUP CONTENT
IDEA CONTENT TARGET IDEA
3 3
AUDIENCE

GROUP CONTENT
4 4

GROUP CONTENT
5 5

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 THANK
YOU!

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