Branded entertainment is getting popular in Turkey everyday. Since Turkey has a young population which are keen to consume content quickly and real-time, brands are trying to involve the circle by contributing contents that users can enjoy and receive branded messages at the same time. However, this fast content consumption creates a barrier for brands to build sustainable impact on users perception. A content can reach millions quickly and become popular, and also be forgotten in just a couple of days without creating any solid results on brands' side. There is no major restrictions on broadcasting stations and online but promoting or featuring any alcohol, tobacco, pharmaceutical and sexual product. However, our content was purely about the nature and water which is completely outside of the regulations, where we had not had any issues. Our campaign went live both in internet and cinema screens which do not have any regulations against us to overcome.

The video content was designed to be appealing to the senses of our target audience in a natural and pure way, where we created an experience of naturalness rather than directly communicating our message.

The video of this journey was published in Damla Water’s social media accounts, in line with seeding and pre-roll integration to prominent video sharing platforms such as Izlesene, Vidivido and Dailymotion. Besides, Mercan Dede shared the video and his thoughts about the project in his social media accounts to attract his audience’s attention.

After the campaign, the content received several different comments from influential writers and authorities. And in the end, we managed to take a step forward for naturalness perception by turning the skeptics into advocates.

The results:

During the campaign period (16 October- 21 December):

The video was viewed 1.694.359 times in total.

The video was shared by 24.755 times on Facebook and 317 times on Twitter.

Since the air date, 3.259 new followers received on Twitter.