Brand:  Unilever

Agency: TikTok Creative Consultancy

Media: TikTok

Creative Director: Berkin Dalgic

Project: The first-ever commerce collaboration between Unilever Home Care Turkey and Hepsiburada achieved the highest daily revenue in Unilever Home Care’s history. I created and led the campaign for Unilever, which ran for three weeks with a traffic-focused strategy built around creator-led assets, a Hashtag Challenge, and a Branded Mission to drive awareness of the promotion.

This full-funnel campaign kicked off with a summer cleaning anthem, a catchy, fun track that brought energy and sales intent to cleaning. In the mid-funnel, we partnered with creators to produce tailored content based on each product’s usage rituals: ASMR content for surface sprays, vlog-style storytelling for laundry detergents, and more. At the lower funnel, we retargeted using a remix of the anthem paired with the creator content.

The results:

  • +57% Sales Uplift vs. UL benchmarks

  • +53% Unit Sales Uplift vs. UL benchmarks

  • 4x UGC & UGA creation vs. TikTok Turkey benchmarks, as users joined in to share their own summer cleaning rituals

Awards:

6/2023 MMA Smarties Awards // Instant Impact / Promotion // UNILEVER

6/2023 MMA Smarties Awards // Integrated E-commerce / Innovation // UNILEVER

6/2023 MMA Smarties Awards // Social / Influencer Commerce // UNILEVER