In this Creative Showcase, we are looking at an engaging campaign in Turkey. The well-known Evyap brand, the pioneer of personal care products in Turkey, keenly promotes its Duru Hydro Pure Shower Gel. Evyap took the shower experience to another level with Hydro Pure Aloe Vera Shower Gel, letting the skin breathe by being purified most delicately and shine all day long! With AdColony’s impeccable Aurora HD Video technology, Evyap raised its product awareness and purchase intent accordingly by asking several interactive questions, leading to increased engagement rates and time spent with target audiences in Turkey.
About the Campaign
While Duru Hydro Pure Shower Gel Series’ leverage from micellar water technology, which gently pulls and cleans the dirt accumulated in the skin pores due to environmental factors, Evyap grew impatient to use the power of mobile advertising. The main focus of the campaign was to promote the newly launched Duru Hydro Pure Aloe Vera. Moreover, to give knowledge about how it gently cleanses even the most sensitive skin without damaging it and how it is suitable for even the most delicate skin with its soft formula containing harsh chemicals. With that in mind, Evyap decided to partner with AdColony to create customized mobile advertising for Duru Hydro Pure Aloe Vera and let their target audiences’ skin breathe with AdColony’s Aurora HD Video technology.
How did it work?
Evyap collaborated with AdColony to run a video ad campaign about their newly launched shower gel ‘Duru Hydro Pure Aloe Vera. AdColony assisted this campaign to increase the purchase intent and brand consideration by targeting the right potential audiences in Turkey. The creative Gamification structure of AdColony’s impeccable Aurora HD Video technology brought interactivity and allowed audiences to answer related questions about the product. The famous actress Alina Boz was starred in the ad itself, and AdColony’s creative team let her drive this engagement journey by giving insightful suggestions about the product. Audiences were able to touch the screen as they progressed through, choosing the suitable suggestion they invited to purchase the product.
Thanks to AdColony’s fun and engaging Gamification execution, the campaign captivated mobile gamers, captured their attention, and invited them to purchase the Duru Hydro Pure Aloe Vera by clicking the ‘Buy Now’ CTA.
Why did it work?
Thanks to the Aurora HD Video execution, the audiences have been informed about the Duru Hydro Pure Aloe Vera. Thanks to the Dynamic End Card that pops up after Aurora HD Video, which was viewed more than 1 million times, Evyap had a great chance to show the campaign’s main message and direct them to the shopping page via the “Buy Now” CTA button which resulted in 1.967 clicks. On the other hand, the Attention Score has increased by 23% and reached an 83% rate. The campaign captured a 184% On-Video Engagement Rate, which is three times higher than its original 60% benchmark! Between the 2 interaction buttons, which are Alina Boz’s suggestion and shopping icon, the most engaged one was Alina Boz’s suggestion with a 62% selection rate.
Targeted audiences’ attention and perception for the campaign was also measured with Nielsen’s certificated Brand Study. On the Brand Consideration question, the campaign had a 12.3% uplift rate which indicates that the campaign has affected users’ tendency to prefer Duru Hydro Pure more as their shower gel positively among other brands after they’ve seen the ad. 12.5% uplift on Message Association shows that the campaign has increased the brand recognition among the target audience about the products’ features, thanks to the Aurora execution and shows that users have more tendency to correlate Duru Hydro Pure with the campaign motto after they’ve seen the ad. Purchase Intent has increased 11.2%, indicating that the campaign has affected users’ tendency to prefer Duru Hydro Pure more as their shower gel positively among other brands after seeing the ad.
EVYAP is responsible for a significant number of the soap and personal care product exports from Turkey and transports its name to more than 100 countries. Besides the world’s biggest oleo chemicals facility established in Malaysia in addition to other plants located in Turkey and Egypt, Evyap runs its production operations in three different countries worldwide and in accordance with European standards. Comprising many major brands such as Duru, Arko Men, Arko Nem, Evy Baby, Fax, and Activex, Evyap has been awarded for participating in the Turquality program with its Duru and Arko brands in 2006. Further, Evyap operates Evyapport, Turkey’s fourth-biggest private port, which corners the market in the International arena.
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