October 16, 2020
While COVID-19 disrupted many things this Quarter, one thing that hasn’t changed is the importance of digital marketing. For example, industry reports suggest that with more time on some people’s hands, the engagement with mobile applications and digital and social content has increased 20% during the pandemic. This sort of shift has been under way for some time now, but recent events have accelerated it noticeably.
The team at CreatorDen in Turkey welcomes these developments. It supports their focus on cultivating strong relationships with ‘influencers’ (trusted personalities) in the digital domain and leveraging the value these people represent to amplify the brands of CreatorDen corporate clients. The value lies in the ability of such people to influence purchasing decisions today. Research suggests that well designed and executed influencer marketing campaigns:
With their AI-based platform that helps build campaigns, find appropriate influencers and track resulting performance, CreatorDen have become specialists in this form of digital marketing. The latest company results validate the strategy. Quarterly revenue increased 231% to reach a new record for the period. Another key metric, the conversion rate on new customer proposals, jumped by 270%. Active customer campaigns increased by 280%, and spending by customers within those campaigns increased by an average of more than 300%.
These outstanding results reflect the fact that the pandemic significantly affected marketing budgets and tactics for brands of all sizes. Creative digital outreach for customer retention and lead generation purposes took absolute priority. And successes achieved are likely to have lasting effects on future bud- get planning as well. That is not to suggest growth rates for CreatorDen will continue at the levels seen this Quarter, but it does point to an attractive rebalancing of customer investment going forward, from traditional to ever-more digital content production and advertising spend.
Another highlight from the Quarter is the very successful campaign CreatorDen designed and executed for new client Ipana. Ipana is a Turkish Procter & Gamble (P&G) toothpaste brand, with an established customer base among older individuals. The team at Ipana wanted to begin targeting younger customers as well and believed the majority of them could best be engaged with on social media platforms. TikTok is a video-sharing social networking platform with more than 800 million active users currently. It is the fastest growing social media app, particularly among younger generations, so it became the platform of choice for the project.
CreatorDen crafted the #IpanaChallenge, which invited TikTok users to create ‘before and after’ videos of themselves using Ipana toothpaste. The stars of the five most-viewed videos would receive a popular electric toothbrush and Ipana dental kit as an incentive. Within a month of campaign launch, all videos produced with that Ipana hashtag had accumulated more than 2.2 billion views! Four popular Turkish TikTok influencers joined the campaign with their videos, and alone generated a total 6.8 million views and 675k audience interactions. Ipana and CreatorDen are now building campaigns to retain as many members of that new audience as possible as regular customers.
While TikTok may not be the first platform thought of for a successful business campaign, this example proved yet again that understanding where your audience is likely to be found, and how they prefer to be engaged with, will make or break the relevance and success of a digital campaign. As far as client satisfaction, P&G awarded CreatorDen a 4.6-out-of-5.0 rating on the campaign and selected the company as the most customer-centric partner in their Quarterly Advertising Partner Evaluation process.
This made CreatorDen the first partner to achieve such levels of recognition. Congratulations all around, and we look forward to more such success in the future. creatorden.com