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The Success of ‘Fotoğrafya’

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For those who know, we prepared a project called Fotoğrafya with LG G4 in May 2015. Within the scope of the project that lasted 2 months, we broke a record. Everyone is asking about the details of this work; I wanted to briefly explain both the figures and the secret behind the success of this project work, in which we processed the rules of digital marketing without prolonging the work.

First of all, for those who don’t know and a brief reminder for those who do, Fotoğrafya with LG G4 was a photo contest as you can guess. We asked users to take their best photos and collect the most likes. Here are the net numbers we got at the end of 2 months:

Total Number of Participants – 28,382
Total Shared Photos – 33,369
Total Likes – 836,393

Let’s first compare these figures with the results of the 2014 Nikon Photo Contest. The total number of entries in the Nikon Photo Contest was 34,688, from around 153 countries. This is a great achievement; the phrase given for this figure is – the largest number of entries in the history of the contest.

We organized the Fotoğrafya contest only in Turkey; we opened all the photos to the users interactively through the microsite we have opened for 2 months and enabled them to upload their photos to the system with the admin panel structure. As a prize, of course, we gave 2 LG G4 and 2 LG Bluetooth headphones within the scope of product valuation. LG G4 and a total of 4 prizes!

In order to maintain the interactive structure, we allowed users to give likes to the photos; the 100 photos with the most likes were ranked and a special jury, including IFSAK, selected 2 great photos that would win 2 LG G4s among these 100 photos by scoring method. In addition, the 2 users with the most likes also won LG Bluetooth headphones.

Within the scope of the whole project, we provided information about the LG G4; we opened an information area about G4 features right at the top of the homepage. We used an interactive map of Turkey in the site design; with this map supported by Google API, we added every photo to the system online. Users were able to freely browse photos from their own cities and even neighborhoods, as well as photos from the whole city. We realized our instant follow-ups with the right server in a microsite with this kind of interactive use. At the same time, we obtained an accurate and clean data list by allowing our users who want to follow the brand to leave their email addresses.

As the advertising pillar, we tried to keep the number of clouds as high as possible within the budget. We used all our channels with organic distribution; at the same time, we actively equipped local and social media channels with advertising activities. We also used the emailing system with a large agency data.

Underneath every success lies a different and good idea and well thought out details; and of course, no success can be achieved alone; this success is the success of both LG and the creative and advertising agencies working behind it. I would like to thank each and every one of my friends who contributed to this success.

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