Solo, a Turkish brand of surface wipes, capitalized on an integration of TikTok and e-commerce platforms to boost sales.
From 2022 to the first half of 2023, the surface-cleaning wipes category expanded tenfold, driven primarily by the entry of various brands and the surge in e-commerce volumes, notably through affiliate influencer engagements. For Solo, a sub-brand of Eczacıbaşı consumer products, the primary objectives were to monitor and capitalize on this growth, boost e-commerce sales, encourage widespread consumer trials, and contribute to the overall expansion of the category.
The main business challenge stemmed from the unexpected and rapid growth of the surface cleaning wipes category, necessitating prompt and effective strategies to harness this opportunity and to secure market dominance.
Solo's effort integrated TikTok with popular Turkish e-commerce platforms like Trendyol and Hepsiburada. TikTok is where people explore products and are influenced by content creators, while Trendyol is a favored shopping platform. Merging these in a campaign was a first for Eczacıbaşı brands and the paper category. The positive feedback and results produced by the effort have prompted the company to contemplate similar projects for its other brands.
Solo's target audience for the campaign launch was primarily females aged 25 to 54, focusing on their increasing engagement with e-commerce platforms like Trendyol and Hepsiburada. This choice was driven by this audience's preference for online shopping and convenient solutions.
Culturally, the product aimed to appeal to urban, digitally engaged individuals inclined towards adopting innovative cleaning solutions. By homing in on these demographics and behaviors, Solo's strategy aimed to effectively position the product for a broad audience seeking efficient and convenient cleaning alternatives.
Solo's creative and media strategies worked cohesively to engage its target audience. The brand introduced a TikTok media-first filter effect, leveraging six unique filters tailored to specific stains tackled by Solo surface-cleaning wipes. Collaborating with influencers, Solo seamlessly integrated these filters into engaging content. The brand's media strategy focused on TikTok's Branded Mission feature, reaching a broader audience, especially accounts with over 1,000 followers, fostering brand interaction and increasing product awareness.
The synergy between TikTok's broad reach and Instagram and Trendyol's e-commerce capabilities was critical. This integration allowed Solo to capture the digital landscape, aligning its brand with TikTok to establish a "digitized brand" image. This approach also included leveraging Instagram's influencer network to drive sales and visibility.
By aligning with these platforms, Solo's strategy ensured maximum engagement and sales, demonstrating flexibility and effectiveness across different markets and demographics.
Solo, as a pioneer in the Turkish market, aimed to redefine cleaning as "hygienic and practical" by expanding its online presence and showcasing it in the growing market.
In the first phase, Solo used a special TikTok filter to introduce its product with Solo's catchy jingle as the soundtrack. Partnering with an influencer, the brand directed users to its Trendyol "Second One is 1 TL" campaign (with "TL standing for "Turkish Lira," the Turkish currency), encouraging TikTok users to create their own content demonstrating how and where to use Solo wipes.
In the second phase, using Trendyol's influencer network, Solo engaged many influencers to practically demonstrate the features, quality, hygiene, and convenience of Solo surface-cleaning wipes. This strategic blend of TikTok and Trendyol significantly broadened the brand's reach, effectively showcasing the product and driving more people to Solo's online campaign. The campaign budget was 2.4 million TL, using only mobile platforms and placements.
Solo introduced a unique TikTok filter with the slogan "Choose Your Solo, Wipe and Go," and collaborated with sixteen influencers to demonstrate how Solo surface-cleaning wipes could eliminate various stains. Then the brand encouraged TikTok users to create their own videos showcasing their usage of the product.
In the second phase, Solo engaged 514 influencers to highlight the benefits of Solo surface-cleaning wipes, significantly boosting sales. This combined use of TikTok and Instagram, along with targeted influencer selection, broadened Solo's reach and showcased its product in an engaging manner, resulting in a substantial sales increase.
Compared to June 2023, the e-commerce category grew by 100 percent, while Solo wipes achieved a 331 percent rate of growth. In July 2023, Solo's market share increased by 6.4 points, while its closest competitor's growth lagged. This success reinforced the brand's leadership position and proved the campaign's effectiveness.
