Turkish toilet paper brand Solo leveraged TikTok, as well as mobile gaming, to market a new product line.
Solo's strategic goal was to reposition itself as a leader in both quality and value-for-price as the toilet paper market shifted. This market is a competitive one that is driven by price and quality rather than loyalty.
Solo's challenge was to realign its brand perception and increase market share by differentiating itself from its competitors. To do so, the brand launched a line of "bamboo-Infused" toilet paper. This innovation highlighted Solo's commitment to quality and value.
Solo tracked brand perception through surveys and sentiment analysis, aiming to regain its leadership position. The brand's strategy centered on reinforcing Solo's reputation as a brand offering both quality and affordability by emphasizing product benefits and by launching innovative products like bamboo toilet paper.
Solo's communication strategy focused on key consumer priorities such as durability and affordability. The brand created content tailored to three different personas and used data to align consumer expectations with its product promises, strengthening the brand-consumer connection.
Narratives optimized for different platforms allowed Solo to reach its target audience and conduct performance analyses.
Engaging content like durability tests on Instagram and durability challenges on TikTok encouraged consumer participation and increased product usage.
In the "Solo Bambu" campaign launch, the brand aimed to reach a 25- to 44-year-old female audience with maximum exposure through media, social media, and influencer communications. Solo identified and addressed the expectations of each consumer persona — which included "cleanliness enthusiasts," "practical users," "price-performance focused," and "sensory-oriented" — by leveraging data to align their expectations with the brand's product promises.
Solo's creative and media strategies worked together to effectively reach the brand's specific audience by tailoring content to three main personas and leveraging data to align messaging with consumer expectations. Media channels like TikTok's Branded-Mission Hashtag-Challenge and Adcolony's mobile games were selected for their high engagement potential, ensuring that Solo's message resonated with the target demographics.
Solo's communication strategy adapted in real-time, guided by performance analytics, optimizing content for maximum impact. Specific strategies for different markets deployed localized content and integrated real consumer feedback to enhance relevance and effectiveness, resulting in a dynamic and responsive campaign.
To reach its target audience effectively, Solo adapted its persona system to other Eczacıbaşı Consumer Products brands. Solo became the first paper category brand to launch a Branded Mission Hashtag Challenge on TikTok and used its consumers as brand ambassadors to spread the word about the product launch.
Partnering with Adcolony, Solo leveraged mobile game advertising, providing discount codes to gamers, driving them to e-commerce platforms. Similar gamification strategies were employed, including Instagram durability tests and TikTok durability challenges promoted by influencers.
Out of a total campaign budget of 6.5 million TL (Turkish Lira), Solo allocated 80 percent to mobile and 20 percent to desktop. This distribution was intentionally made considering the significant increase in mobile usage in the evolving digital landscape.
Through the campaign, Solo reached 12 million people on TV, generating 476 million impressions and garnering 1.8 million clicks.
Solo increased 6.9 percent in YouTube ad recall, 3.5 percent in awareness and 2.7 percent in purchase intent. On Meta, Solo's ad recall metric increased by 4.1 points, while purchase intent on TikTok increased by 1.8 points. Additionally, Solo's campaign inspired 1,100 user-generated videos on TikTok, garnering 75.2 million views. At the same time, Solo expanded its Instagram follower base by 66 percent.
Consumer perceptions also improved markedly:
