As opposed to many other brands beauty pressure to be “perfect”, Young Adults doesn’t look up to brands that shadows their self-identity. This insight became origin the movement, because #Banabak (#Lookatme) stands for showing their true self. By saying “#Lookatme” Youth is calling out for their existence, expressing their selves not by the make-up they wear or private labeled clothes, but with their most plain, genuine and unique side. So, P&G encourages Youth to take a short time for personal care routines and this would be enough to look good or cool. In order the Youth to capture the essence of platform, multiple influencers gathered together, creating a community concept where society of young people sharing similar interests, concerns and needs.

As the rise of many influencer on Social Media, Young Adults were following them from different mediums. Combining resources of all the local popular influencers together in a united platform was a new method, which wasn’t done by any brand in Turkey before at that time. Also, these influencers were attributed to the brands to create authenticity and harmony. Instead of using TVCs, Youtube specific videos were prepared. The production was in line with the nature of Youtube, influencers’ style and brands’ identity. Also, phases of video series adjusted in the light of Youtube content strategies. In the hero copy, the brand ambassador&influencers physically showed the button where viewers subscribe to the channel, which formed an interactive method of ``Call to Action``. While deciding the context of branded contents, analysis of Google search trends were examined to find the most related, interesting and entertaining topics that Youth is searching for.

#Banabak gained 100.00 subscribers in one week, where the initial expectation was to earn that number at the end of the campaign, and became Turkey’s no.1 branded channel. Currently, it has more than 300.000 subscribers. Videos were viewed 25 million times in total and branded videos were viewed 8 million time. More than 50% of the branded videos were expected to view organically in the launc period; the actualized number is 6 million organic views which means 75%. Branded videos of Banabak were searched 4 times more than the brands’ own videos itself. (Banabak vs. ?pana, Pantene, H&S, Gillette, Orkid) Young Adults liked our videos 105.000 times, commented more than 23.000 times in total and shared 12.000 times. Top of mind awareness raised 3.6 points, past 3 months purchase rates raised 5.8 points on average per brand. Awareness of #banabak has increased by 33% and it's the best in category.