Eczacıbaşı: Select your solo, wipe and pass

Eczacıbaşı's brand Solo, known for its household cleaning products, marketed surface cleaning wipes on TikTok and Trendyol to capitalise on the growing market in Turkey.

Campaign details

Brand: EczacıbaşıAgency: Liberte IstanbulRegion: EMEA

Strategy

Objective

In 2021, we pioneered the market with Solo Surface Cleaning Wipes, which brought category innovation. Our campaign films in 2021-2022 aimed to eliminate consumers' prejudices about cleaning and question beliefs such as not using wet wipes for cleaning. These campaigns laid the foundation for building brand and product awareness. As we approach 2023, the Surface Cleaning Wipes category, while initially small, has shown significant growth potential. From 2022 to the first half of 2023, the category expanded 10x, primarily due to the entry of various brands...

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