Campaign Summary

Elidor created an omnichannel, purpose-driven campaign to support Turkish women's emotional, social, and professional well-being after the February 6 earthquakes. The No. 1 haircare brand in Turkey created support centers in the region to support women and launched a digital, out-of-home (OOH), AI-driven initiative to transform artistic depictions of solidarity from young women into an interactive monument.

Strategy

Objective

Advocating for gender equality and women's solidarity through socially responsible projects has led to increases in Elidor's brand health scores. In the spirit of its brand purpose, Elidor wanted to increase awareness of its post-disaster support, encourage solidarity, and strengthen sisterhood bonds among young women in Turkey after the region suffered a disastrous earthquake.

Context

Since 2021, Elidor has been working on the "Kendi Yolumuzda" (On Our Own Path) project to help young women realize their dreams. So far, the brand has provided Udemy educational content for self-improvement to 60,000 young women and supported 278 young women in their educational journeys with scholarship assistance through collaboration with Toplum Gönüllüleri (Community Volunteers Foundation) (TOG). Through the Personal Development Program prepared in collaboration with the International Center for Women's Studies, Elidor has offered free instructional video content to over 2 million young women. To continue its "Kendi Yolumuzda" project, Elidor transformed the saying "Dedim Olabilir" (I Said It Could Be) to "Dedik Olabilir" (We Said It Could Be), aiming to bring together those who believe it is possible to overcome barriers between young women and their dreams.

In 2022, Elidor created an art collection in collaboration with Boyner and TOG. By increasing the number of young women it supported for university education with the proceeds from the collection's sales, the brand created support centers and projects with TOG, and continued supporting young women's futures through social and emotional support workshops.

Target Audience

The target audience for the Elidor X TOG Young Women Support Centers project were young women aged 17 to 25, who experienced the two major February 6 earthquakes centered in Kahramanmaraş.

Creative and Media Strategy

The campaign launched with a TV commercial broadcasted to a wide audience. Through its support centers, Elidor provided emotional support to young women and reminded them that they were not forgotten. The idea of building a bridge between people outside the earthquake region who want to be in solidarity and the young women in the earthquake region emerged with the Solidarity Monument. Drawings by young women in the region and solidarity messages sent from Turkey and around the world were featured on the monument, representing the masses directly and indirectly affected by the earthquake. Elidor's messages were also published in earthquake zones. To amplify the campaign, the brand collaborated with singer Karsu, to create a special composition titled "Hope."

Execution/Use of Media

Elidor created a digital platform where it gathered artistic depictions of support and solidarity and integrated them into the Solidarity Monument. In collaboration with Meta, the brand issued a call-to-action through a chatbot to encourage user engagement, executing Turkey's first purpose-driven chatbot activation. To announce the project, Elidor implemented its baseline plan on Meta and YouTube. With its digital plan aimed at maximizing reach, the brand allocated 33 percent of its total media investment to digital planning.

For the second phase of its project, Elidor established a bridge between the earthquake region and the rest of the community through the TV series "Kızılcık Şerbeti" (Red Currant Sherbet) and called on its audience to take action through social media and an AI chatbot. Edlidor executed Turkey's first purpose-driven chatbot activation and reached supporters through influencer collaborations across various channels in written and visual press.

Business Impact

According to the research results, Elidor's campaign contributed to an increase in discussions related to solidarity, and it also boosted the brand strength and preference scores:

• 81 percent of the participants strongly agreed that Elidor's social responsibility project in collaboration with TOG is a project that "supports women and strengthens sisterhood bonds.
• 69 percent of the participants stated that they talked about Elidor's campaign in their own circles.
• 96 percent of the participants mentioned that they liked the campaign.
• 73 percent of them reported an increase in trust towards Elidor.
• 69 percent indicated that the project "definitely encouraged" them to use Elidor products.
• 45 percent of the participants recognized Elidor as the first brand that comes to mind when it comes to social responsibility related to women's solidarity.

Additional campaign results include:

• Collecting 20,000 solidarity messages
• Reaching 2.5 million with its "Kızılcık Şerbeti" integration
• Achieving a total of 1,968 gross rating points (GRP) among the females aged 20 to 34, reaching 84 percent of the audience, corresponding to 4,859,752 people
• Reaching 46.3 million people and earning 211,000 interactions on Meta, setting a digital record on the platform
• Reaching 80 percent of the Meta universe within 12 days