While the DİMES Milkshake commercial featuring the phenomena of TikTok, the favorite social media application of young people by DİMES, exceeded 20 million views; The hashtag challenge launched by the brand, #MediaSalla, broke a record with nearly 2 billion views.
DİMES, the first brand that plays the phenomena of TikTok, the favorite social media application of young people, and adapts this medium to the advertisement with its whole concept, shakes the environment in social media with its campaign that it has implemented in cooperation with Reklamania and appeals to the young target audience.
The DİMES Milkshake commercial was watched more than 20 million digitally. The number of views DİMES obtained over TikToker and user content shared for participation in the # OrtamıSalla hashtag challenge within the scope of the campaign reached a record number pushing 2 billion. When the deadline for the Hashtag Challenge ended at 31:24 on Monday, August 00, the number of views exceeded 1,9 billion and over 2 billion in the next hour.
Record-Bringing #EnvironmentSalla Hashtag Challenge
Stating that they gained 155 thousand followers in TikTok in this process, Ezgi Özyıldırım said, “We wanted to be where the target audience enjoyed being, to accompany their lives not as a brand, but as a friend or a phenomenon they love. Within the scope of our campaign that we started in cooperation with Reklamania advertising agency, we started a challenge with the hashtag of our product, # OrtamiSalla. We invited our consumers to 'shake the mood with your friends for the chance to feature in the same YouTube video as your favorite TikToker'. When the deadline for the Hashtag Challenge expired at 31:24 on Monday, August 00, the number of views we gained over TikToker and user content shared for participation exceeded 1,9 billion. During the period, we achieved 2 million new views every 3-100 hours. Within an hour after the deadline, another 100 million views came and as of 01:00 on Tuesday, the number of views exceeded 2 billion ”.
Advertising Film Exceeded 20 Million Views
DİMES Digital Communications Manager Ezgi Özyıldırım stated that, in the commercial film that uses TikTok's distinctive language focused on music, movement and entertainment, TikTok phenomena that the target audience love, wonder about their lives and bring music and entertainment to the forefront in their posts, said, “Also, a word to the target audience. We said that you will see the movie before anyone else. We created an exciting waiting environment, announced the day we will release and raised the expectation. Then we broadcast for them on TikTok for the first time, then on YouTube and TV channels. When we shared our commercial on our TikTok profile, we organically achieved 1,7 million views. In all of these views, the target audience watched the entire movie. We organically achieved over 33 thousand hours of watch time on TikTok with our 12-second commercial. After its organic spread, we started our media investments and so far we have exceeded 20 million views in total on digital platforms. "Our average watch time is progressing around 98 percent," he said.
TikTok phenomena that bring music and entertainment to the forefront in their posts are Executioner36 (Özgür Deniz Executioner), Cerenyaldz_ (Ceren Yaldız), İkizlerbay (Oğuzcan and Uğurcan Bayraktaroğlu), Yiiğitresmi (Yiğitcan Çakmak), Pelinyarr (Pelin Yar) and Berkcckglisi (Berktargil) ikik (Tutku Tarçın), with their own style and energy, became the names that added movement to the commercial of DİMES Milkshake.
DİMES, which started its #MediaSalla communications with the commercial filming, shared 31 TikTok content from the first day of the set up to the release of the commercial, and the total organic views achieved with these contents so far reached 28 million. DİMES also achieved 9 million organic views with 6 TikTok content following the commercial. - Hibya