Campaign Summary

Turkish detergent brand Yumos used powerful creative, interactive voting, and a myriad of different channels to boost its business and gain market share in a competitive vertical.

Strategy

Objective

With its relaunch, Turkish detergent brand Yumos aimed to gain market share, brand power, and differentiation — reaching higher penetration numbers against the market leader with a 360-degree campaign centered on its core message, "There is no better!"

Context

In 2021, Yumoş announced its new detergent to increase awareness. In 2023, in the first year of a marketing campaign for the detergent, Yumos changed its communication plan, pivoting to the message, "There is No Better" to gain share from the competition. Through this effort, Yumos gained significant share from its premium competitor, Perwoll.

Target Audience

The audience for this activation was men and women ages 25 and up who want to be able to wear their clothes for longer periods of time by protecting their colors and fibers in each wash.

Creative and Media Strategy

Leveraging a 360-degree strategy, as well as mass media use, Yumos was able to target specific locations, shows, and use influencer power, covering all possible occasions where the brand could reach its audience directly.

First, Yumos caught attention by using intriguing creative in its ads — including hip hop group Snap's smash song 90s hit "I've Got the Power." The brand then retargeted viewers with different TV ads and user-generated activations on social to deliver the "There Is No Better" message.

Execution/Use of Media

After leading of TV and digital with its "I've Got the Power" spots, Yumos found alternative creative hooks to continue to surprise the audience through different TV, digital, and out-of-home spots, including:

• A bear pulling on a sweater to emphasize the brand's fiber protection message.
• A street transformed through colorful lamps and light-up bears to emphasize color protection.
• A TV activation that engaged viewers through real-time voting that allowed them to decide the Yumos street color for the next scene.
• An AR filter for Instagram designed for people who were unable to visit the Yumos street in person.

Business Impact

The effort helped Yumoş to reach 13 percent market share and 8.4 percent penetration, with a 5 percent boost brand power.

The biggest challenge was differentiating from the brand from competition in a category where all players deliver the same messages and convincing consumers to pay more with a premium positioning. The growing revenue and market share prove that the effort was a success.