We found our opportunity when we discovered people waste 11,000 hours mistyping website addresses. The Turkish keyboard has a different configuration, due to special characters, so it’s really common to mistype. And of course everyone struggles to focus before they’ve had their first coffee of the day!

We wanted to help people find what they were looking for and in the process turn their wasted time into a brand new channel.

Introducing Typo Domain. No clever search keywords. Just innovative use of URLs.

Whenever someone mistyped a website domain, it took them to one of the mistyped domains we had purchased. On this redirect page, we displayed the Nestlé brand message of ‘we know what’s on your mind’. After a few seconds, it would automatically redirect the user to the domain they meant to type. For example, if someone typed in www.linked?n.com, they automatically got redirected to www.linkedin.com.

We helped millions of people by understanding what was on their minds! During the 30-day campaign, our unique reach was 19,368,982 people, equivalent to a CPM of $0.05 based on our $1,000 budget – and every impression went to a different individual!

Our hashtag # reached over 80 million people with more than 30,000 tweets. According to Brand Health Scores, brand recognition increased 19%, the metric ‘loving the brand’ up to 21%. Sales value increased +21% vs same period last year.