In an effort to differentiate itself from other electronics retailers, Vestel Turkey implemented a high tech, proactive campaign, with an execution that used state of the art data analysis and artificial intelligence to ensure it drove both engagement and business results.
Vestel Turkey aimed to increase brand awareness, strengthen emotional connections with consumers, and drive sales, using key performance indicators such as revenue increase, add-to-cart actions, and overall sales growth to measure the success.
This was the first year of the "Vestel x Aslı Filinta Retro Series" campaign. By integrating AI-based optimization tools like Copilot, Vestel was able to allocate budgets in real-time to high-attention placements, enhancing the campaign's impact and performance. This approach allowed the brand to maximize awareness and user engagement in digital media, setting a new benchmark for future campaigns.
Vestel Turkey was in a competitive market with numerous established electronics and home brands. The brand had a solid reputation for quality and innovation but faced challenges in differentiating itself from competitors and establishing a strong emotional connection with consumers. The consumer electronics industry was saturated with similar product offerings, making it difficult for Vestel to stand out based solely on product features.
Additionally, there was a growing consumer trend towards sustainability and design, which presented both an opportunity and a challenge for Vestel. The brand needed to not only highlight its product quality but also align with these emerging consumer values to capture attention and drive engagement. This context set the stage for the innovative approach taken in the Retro Series campaign, aiming to leverage cultural heritage and modern design to create a distinctive brand narrative.
Vestel created personas specifically for this campaign. While the overall goal was to strengthen brand perception by reaching a mass audience, this new series also had a style that served sustainability and appealed to design enthusiasts. Therefore, Vestel created the following personas: art enthusiasts and sustainability pioneers. These would be the focus of this effort.
The creative and media strategies were intricately aligned to effectively reach the target audience. By collaborating with designer Aslı Filinta, Vestel crafted a campaign that merged culture with modern designs, resonating deeply with the audience's values.
The media strategy focused on high-attention placements in digital channels, utilizing GroupM Nexus's AI-based optimization tool, Copilot. This tool allowed Vestel to allocate budgets in real-time to placements with high attention scores, ensuring that ads were seen by the most relevant audience segments.
As the campaign progressed, Vestel continuously adapted its communications strategy based on real-time results, fine-tuning its approach to maximize engagement and impact. This dynamic strategy ensured that the message remained relevant and compelling across different markets, ultimately driving significant increases in revenue, add-to-cart actions, and sales.
The execution of this campaign was meticulously designed to leverage advanced technology and real-time data to achieve outstanding results. The campaign heavily relied on attention measurement, which was analyzed and formulated using data such as page browsing, research, ad coverage, duration in relevant inventory, type, partner data, reporting, and eye tracking. These metrics allowed Vestel to score and optimize ad placements effectively.
Approximately 70 percent of the campaign budget was allocated to mobile and digital channels, reflecting the significant shift in consumer behavior towards these platforms. The overall campaign budget was strategically allocated to mobile and digital to capitalize on the high rates and real-time optimization capabilities these channels offer.
In this campaign, Vestel achieved a first for its brand. By equally distributing the budget across two test groups and running both attention and non-attention campaigns with identical targeting, Vestel analyzed ad placements using Adelaide's attention measurement technology. The brand categorized the attention score data into four categories: low, medium, high, and excellent. Integrating with GroupM Nexus's AI-based optimization tool, Copilot, Vestel enabled AI to analyze real-time data and allocate more budget to placements with higher attention scores.
The campaign successfully achieved and exceeded its objectives. The campaign resulted in a 253 percent increase in revenue, seven times more add-to-cart actions, and a 275 percent increase in sales. By leveraging attention measurement and AI-based optimization, the campaign effectively captured consumer attention and drove significant engagement.
This innovative approach not only enhanced brand awareness but also strengthened emotional connections with consumers, aligning with the growing trends of sustainability and design. The success of this campaign demonstrated the power of real-time data and attention measurement, setting a new benchmark for future campaigns. As a result, Vestel plans to continue utilizing these advanced technologies and strategies to optimize their marketing efforts and maintain a competitive edge in the marketplace.
