CONTENT STRATEGY:

CREATE EXCITEMENT!

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BEST DIGITAL LAUNCH ACTIVATION
LEMONADE CRAZE INSTORE ACTIVATION
COMPLETE INSTORE DOMINATION !

STICKER PROMO

INSTORE ACTIVITY SPECIAL POS SPECIAL DISPLAY E-COM

KEY STORES BANNER
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BEST DIGITAL LAUNCH ACTIVATION
LEMONADE CRAZE INFLUENCER SEEDING

Total Reach: 12.167.300

Influencer Selection;
• Brand match
• Recent posts
• Suitability to the product

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CONTENT STRATEGY
BE THE LOVEBRAND!

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#1
BRANDED
DIGITAL
PLATFOR
M OF
TURKEY
MAKYAJ ŞEHİRDE

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#1
BRANDED
DIGITAL
PLATFORM

219K
SUBSCRIBERS

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VIDEO STRUCTURE
KEEPING EPISODE STRUCTURE
& CREATING EXCITEMENT
4 MAIN VIDEOS PER MONTH
+ ADDITIONAL HELP VIDEOS
+ CHALLENGE VIDEOS

ALL BEING SHOT IN 1 MUITC STUDIO

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 KEEPING EPISODE STRUCTURE
& CREATING EXCITEMENT

WEEKLY EPISODE 1

WHO: MUA + CELEBRITY

TOPIC: ICONIC MAKEUP

LOOK
OF THE CELEBRITY + CHAT

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 KEEPING EPISODE STRUCTURE
& CREATING EXCITEMENT

WEEKLY EPISODE 2-3

WHO: MUA + INFLUENCER

TOPIC: OCCASIONAL /
TREND CONTENT

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KEEPING EPISODE STRUCTURE
& CREATING EXCITEMENT

WEEKLY EPISODE 4

WHO: MUA + STYLE

CONSULTANT

TOPIC: TACTICAL E-
COMMERCE
COLLABORATION WITH
MAKEUP + STYLE TIPS

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 KEEPING EPISODE STRUCTURE
& CREATING EXCITEMENT

ADDITIONAL HELP VIDEOS

WHO: MUA + MODEL

TOPIC: QUICK HOW TO

VIDEOS TARGETING
HIGH RISING / TOP SEARCH
TOPICS

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CONTENT STRATEGY
USE THE POWER OF RELATED
INTERESTS

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C1 - Internal use
BEST DIGITAL LAUNCH ACTIVATION
FACEBOOK INV.
AWARENESS CONSIDERATION PURCHASE

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WHAT ABOUT INFLUENCERS?

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INFLUENCER STRATEGY

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INFLUENCER STRATEGY

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INFLUENCER STRATEGY

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INFLUENCER STRATEGY

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KNOW YOUR CONSUMER:
ALL START WITH CONSUMER

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 GEN Y / GEN Z
WHO ARE
THEY?
COPYING OR REPRODUCTION FORBIDDEN FOR L’ORÉAL INTERNAL USE ONLY
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WHO ARE THEY?

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WHAT ARE THEIR CHARACTERISTICS?

1
1
THEY ARE REFERRED TO AS “MILLENNIALS”
THEY ARE REFERRED TO AS
“THE PLURALS” OR “THE FOUNDERS”
2
THEY ARE ALSO CALLED “DIGITAL NATIVES”
2
SINCE THEY WERE YOUNG WHEN INTERNET
THEY ARE VERY KEEN ON TECHNOLOGY
TECHNOLOGIES STARTED BOOMING
AND SOCIAL MEDIA. THEY ARE THE 5-SCREEN
GENERATION AND HAVE AN 8-SECOND SPAN
3
THEY SAW ECOLOGY BECOME A SUBJECT
3
OF CONCERN. THEY EXPERIENCED THE “BEFORE”
THEY NEVER LIVED IN A WORLD WITHOUT TERRORISM,
AND “AFTER” ECONOMIC CRISIS
ECONOMIC OR ENVIRONMENTAL CRISIS

COPYING OR REPRODUCTION FORBIDDEN FOR L’ORÉAL INTERNAL USE ONLY

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WHAT DO THEY HAVE IN COMMON?

THEY LIVE BETWEEN

FREEDOM AND UNCERTAINTY
BECAUSE OF
THE DIGITAL REVOLUTION
CONSUMPTION & ABUNDANCE
SOCIO-ECONOMIC RECESSION
A VIOLENT WORLD
WORRIES ABOUT THE ENVIRONMENT
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 7 DYNAMICS

COPYING OR REPRODUCTION FORBIDDEN FOR L’ORÉAL INTERNAL USE ONLY

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FROM TO 7 DYNAMICS

1 2 3 4 5 6 7

IDENTITY NORM TRUTH DARING MULTIVERSE ECO GLOBAL

EMBRACERS BREAKERS SEEKERS EXPERIMENTERS EXPLORERS WARRIORS CITIZENS

COPYING OR REPRODUCTION FORBIDDEN FOR L’ORÉAL INTERNAL USE ONLY

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BUT DON’T FORGET TURKEY..
A COUNTRY FULL OF
CONTRASTS

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 TURKEY:
A COMPLETE DIVERSE MOSAIC
WRESTLING FOOTBALL
(KIRKPINAR)
&
IMAGE HERE HAMBURGER KEBAP

FLIRTING AVOID CONTACT WITH

IMAGE HERE
MEN

FREE LIFE MURDER FOR HONOR

TOOTHBRUSH
vs STICK OF WOOD FOR
TEETH

DÉCOLLETÉ VEIL

POP MUSIC ARABESQUE

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SENSE OF INSECURITY

West Turkey

Life style

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SENSE OF BELONGING

West Turkey

Partying

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RESPECT TO POWERFUL
West Turkey

Boss

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EASILY PROVOKED/ TEMPORARY EXCITABLE
FEVER/PASSION
West Turkey

Volume in Restaurants

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MINIMUM INPUT MAXIMUM OUTPUT
West Turkey

Attitudes towards problem

• Fertility and richness of the earth

• Putting 1, getting 10
• Sometimes finding illegal ways to maximize the benefit

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SYSTEMS IN THE ABSENCE OF SYSTEMS
West Turkey

Queuing

• Not obeying the rules

•Gecekondu- a house built over night-
• Finding weaknesses in the systems and get benefit out of it

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MOMENTARY PLEASURE

West Turkey

Streets on Sunday

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KIDS DEFINITION

• Kids are not member of a family rather the base of the family.
• We constantly teach something to him/her, we dream her/his doing / accomplishing things that we couldn’t.

West Turkey West Turkey

Kids in the family Being old

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WOMEN IN TURKEY
ENGLISH
% SKILLS
40 50
M WOMEN 0F THE
TOTAL
POPULATI
ON

31 %
0F THE WOMEN
BETWEEN 15-35 years
old

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 PROFILE OF TURKISH WOMEN:

IMAGE HERE

<30% participation to 15% illiterate

workforce* 48% graduated primary
*15+ excluding family workers
66% Women
Responsible of the consumption at home

62% arranged marriage,

%91 of the married women %70 housewives
42% never met the husband before %68 wear headscarfs
have kids
(36% always)
majority having more than 1

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WOMEN BEAUTY ASPIRATION
Celebrities

IPSOS, Global Ad Study 2013

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IMPORTANCE OF LOCAL CELEBRITIES

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 BUT AT THE SAME TIME..

Singer Called as «Diva» Singer Performer

Nr 1 in consumer Respected by the High in consumer Known with inappropriate jokes
confidence ix society confidence ix Loved by everyone
Married 7 times Ex-Belly Dancer

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DIGITAL LANDSCAPE
TOTAL DIGITAL ACTIVE SOCIAL ACTIVE MOBILE
POPULATION USERS MEDIA USERS SOCIAL USERS

81.3 54.3 51.0 44.0

MILLION MILLION MILLION MILLION
+13% vs PY +5% vs PY +5% vs PY
+6M +3M +2M

%75 %67 %94 %86

URBANIZATION PENETRATION PENETRATION IN PENETRATION IN
DIGITAL USERS SOCIAL USERS

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 DIGITAL LANDSCAPE

AVERAGE DAILY TIME AVERAGE DAILY TIME

PERCENTAGE OF PERCENTAGE OF
SPENT USING SPENT USING
DIGITAL USERS WATCH POPULATION WATCING
THE INTERNET SOCIAL MEDIA
ONLINE VIDEOS EVERYDAY VIDEOS ONLINE
VIA ANY DEVICE VIA ANY DEVICE

64% 56% 7H 2H
09M 48M
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 THANK
YOU!

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