Solo Surface Cleaning Wipes leveraged TikTok, Instagram influencers, and popular e-commerce platforms to drive brand visibility and sales. By integrating a TikTok media-first filter effect and influencer collaborations, Solo successfully expanded its market presence, positioning itself as a leading brand in the rapidly growing surface cleaning wipes category.
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, 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.
Solo's strategic objectives were multifaceted. Firstly, it aimed to increase market share by capitalizing on the category's remarkable tenfold growth. Concurrently, the brand wanted to establish and strengthen brand visibility within specific markets to enhance brand awareness. Additionally, the brand wanted to drive sales through e-commerce channels and generate sales, ultimately converting potential customers. 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 growth and secure market dominance.
Integrating TikTok with popular e-commerce platforms like Trendyol and Hepsiburada was a new challenge for Solo. 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.
Solo's target audience for the campaign launch of Surface Cleaning Wipes was primarily women ages 25 to 54, focusing on their increasing engagement with e-commerce platforms like Trendyol and Hepsiburada. This choice was driven by their preference for online shopping and seeking 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 its product for a broad audience seeking efficient and convenient cleaning alternatives.
Solo's creative and media strategies worked cohesively to engage its target audience effectively. 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 more than 1,000 followers, fostering brand interaction and increasing product awareness.
The synergy between TikTok's broad reach, 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's campaign budget was 2.4 million Turkish Lira ($63,244.80 USD) and the brand only used mobile platforms and placements.
In devising its marketing strategy, Solo aimed to redefine cleanliness with a focus on practicality and hygiene, while leveraging the growing e-commerce market in Turkey. A significant partnership with TikTok was central to the brand's approach.
Solo's strategy utilized TikTok's vast reach to boost visibility for its "Second one is 1 TL Campaign" on Trendyol. The brand also harnessed Instagram's influence, engaging affiliate influencers to enhance sales and campaign impact. Solo categorized Solo product users into personas: price and performance, practicality, sensory, eco-conscious, and cleanliness enthusiasts, tailoring its influencer selection accordingly.
The brand 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. Solo encouraged TikTok users to create their own videos showcasing product usage.
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 the brand's reach and showcased its product in an engaging manner, resulting in a substantial sales increase.
This initiative supported 15 creators who created exceptional videos on Solo's brand mission page. The filter was tested by 1,400 people, garnering 18.7 million plays and 426,000 interactions. The project concluded with 2,700 user-generated content (UGC) videos and 47.6 million views, far exceeding TikTok's benchmarks. A brand lift study showed an 8.6 percent increase in ad recall metrics, highlighting its campaign's effectiveness.
In the second phase, the Trendyol Second one is 1TL campaign involved 514 affiliate partners. Increased visibility from the first phase led to rapid sales acceleration. Compared to June 2023, the e-commerce category grew by 100 percent, and Solo Wipes saw a 331 percent sales growth. Solo's market share increased by 6.4 points in July 2023, while its closest competitor's growth lagged. According to Ipsos BHT, 38 percent of individuals stated they purchased Solo Surface Cleaning Wipes in July when the campaign was active. What's more, Solo Surface Cleaning Wipes became a top-seller in the Trendyol Wet Wipe Category, reaching 200,000 store visits.
