BRANDING AND LAUNCH OF A NEW FMCG PRODUCT
IN COLLABORATION WITH DS ENTEGRE
LOGO & PACKAGING DESIGN
IPAY, a pasteurized egg company with a strong reputation within the B2B sector in Turkey, decided to enter the retail market with solid eggs. Knowing that the per capita consumption in Turkey is lower than average, and that many kids make problems to eat eggs, they wanted to use a different packaging that would truly challenge the category. Therefore, they partnered with Eggyplay to distribute the eggs in their unique and innovative packaging:
FROM MOTHERS TO MOTHERS
We created the communication strategy based on Ipay’s main differentiating value proposition. Indeed, the fact that the company is led by women and, more precisely, mothers, is exceptional in Turkey where less than a third of women work and only a small percentage of them are in managerial positions. For a brand which primary target market are mothers, it made a lot of sense to build our strategy around this strength.
BRAND AWARENESS THROUGH BRAND LOVE
Because the product itself remains within the industry standards, the true value of the brand lays in the packaging and in its emotional attributes. This is why we decided to focus our Social Media strategy on creating contents which would provide an emotional bond with our target audience: 26 to 46 Turkish mothers.
From stock photos and illustrations we created unique contents which generated thousands of Likes and Loves..
As a result, we grew from 0 to 15.000 fans and from 0 to over 200,000 engagements in less than a year. We led this new-born brand to reach over a million people, winning a devoted community of fans.