| Objective: Migros, Turkey's No:1 retailer recently changed its positioning with the new motto "İyi Gelecek" which roughly translates "It Is Good For You". Migros asked us to find a way to make its target audience familiar with this motto. Strategy: Since the new motto is appealing to people's feelings, we wanted them to really have an experience that proves Migros is in fact good for them. So we needed to find people who are whining or complaining or frustrated, basically unhappy people. And we knew exactly where to look to find people letting off steam: Twitter! We analysed what people are mostly complaining about in Twitter and selected number of keywords like bored, sick, lonely exam, midterms, extra shift, Monday syndrome, etc. Next thing we did was to create a package for each keyword that helps with the problem the keyword represents. And started replying people who are in a bad mood on Twitter with random acts of kindness and asked for their addresses. We sent packages that contain items which will be good for their current problem. Packages also contained cards with little random acts of kindness advices for them to spread the smile! Outcome: In the span of 2 months we wrote 5.853 tweets and successfully delivered 1.904 packages which are good for their receivers, just like Migros is. During the campaign follower number doubled, organic reach increased 929%, engagement rate increased 334% and #iyigelecek hashtag was used in more than 12.000 tweets. |
People complain about everything on Twitter but never with an expectation to someone to do something about their complaint. They just try to get it out of their chest. Our 4 man team set out the change that. We surprised 5.853 people who are students battling midterms, cripplingly sick, bored to death, sweating at a double shift, Monday haters, tired moms, etc. with a reply when they were expecting none.
We sent positive tweets about their situation and asked for their addresses to deliver a surprise to lighten their mood. We sent packages that contain tissues, soup, a mug with a tiny sweater and other stuff that is good for a sick person to people who are battling the flu. Packages that contain some snacks, energy drinks a pillow with a supportive message to people who are overwhelmed with extra shift at work. Packages that contain coffee, tea, energy drinks and to the students who are studying till dawn. Packages to cheer people who are furious because their team lost the game. Basically we sent packages to people who need a little joy in their lives but expecting none. And to spread the joy even further we put little cards with some suggestions/missions of random acts of kindness for the receiver. These suggestions varied from giving food to stray animals to sharing a coffee with a co-worker or passing a motivational note to a down friend to cheer him/her up.
And the reactions we get was magnificent, more than 12.000 tweets were sent with the hashtag #iyigelecek varying from thank you tweets sent for us to tweets about how package receivers completed their mission for kindness.
With a little to none advertising budget our team managed to double our followers, increased organic reach by a 929%, interaction by 334%, average daily replies we receive by 947%, average re-tweets by 360% and average favorites by a mere 1310%.
And more important than these numbers we managed to make a small difference in people's lives and made them smile when they are down. We did this to prove that Migros really cares for its customers and is in fact "good for them" as the new motto suggests and we managed to achieve this by just using Twitter's power to connect.
