Derin Mevzular (Deep Matters) campaign, which we have reached over 6 million users, was realized on October 11-25, 2013 with a comprehensive media plan. We increased the interaction by establishing the YouTube strategy on videos for the internet.
Impressions (impressions during the 15-day campaign period)
Reach (number of people reached during the campaign period)
Views (views only on YouTube)
Additional Traffic (traffic directed to the site after viewing without additional charges)
Alper Ceylan - Digital Marketing Manager
When we considered the Google search trends and the sales performances of past years, we noticed that the demand for deep freezers increased considerably before the Sacrifice Feast (Eid al-Adha). In 2013, we decided to create featured content for the internet rather than using the deep freezer TV commercial. Videos with recommendations of chef Eyüp Kemal Sevinç on storing the products in deep freezer were prepared with the BLAB team. 28 videos on Derin Mevzular (Deep Matters) were shot, including one general introductory video. In this project, http://www.vestel.com.tr/derin-mevzular target page has been prepared and all the videos have been uploaded to our YouTube channel.
YouTube Featured Videos Were Prepared
We worked with the SEM team to improve access to the videos on Google and YouTube. Before the campaign, a media plan was prepared in order to ensure that we intensively use all of the ad formats in YouTube. This plan was supported with the targets on the Google search and display network. The ads were shown very intensely during the first week, followed by a slight decrease in frequency in the second week. During the campaign, we reached more than 6 million people with more than 8 million ad impressions. The general introductory video was watched by more than 1 million times. In addition to this, a traffic of 400 thousand people was directed to Derin Mevzular (Deep Matters) page without paying an additional fee.
A Significant Increase in Searches Towards Vestel Deep Freezer
When we analyzed the search trends after the campaign, we have noticed that Vestel Deep Freezer search reached the highest level during the last decade. In addition to this, during this period, the searches for Vestel brand have reached to the highest level of the last year. During the campaign, we tagged the users who watched Derin Mevzular (Deep Matters) video and visited the target page. Successful returns were obtained by contacting this group with retargeting campaigns for Refrigerator and Deep Freezer campaigns during the subsequent periods. Derin Mevzular (Deep Matters) campaign is a very important campaign for us as it shows high level of access to special content on the internet and its impact on the search trends with the awareness created.
Derin Mevzular (Deep Matters) campaign is a very important campaign for us as it shows high level of access to featured content on the internet and its impact on the search trends with the awareness created.