Being in the heart of life with technology
What we did:
We were aware of the special meaning Mother's Day holds for Arçelik. We wanted to build a strong bond with the consumer by bringing this emotional value together with the brand's vision of "being at the heart of life with technology." At the same time, creating engagement on digital platforms, connecting with young users, and reinforcing the brand's new positioning were among the core communication objectives of this project.
Unique & sustom AI generated songs just for your mom
The "This Song is for My Mom" project was designed as a web experience enabling users to generate personalized songs with AI based on phrases they selected about their mothers. The custom-built platform, busarkianneme.com, facilitated song creation through a user-friendly flow, integrating the AI infrastructure with creative content. The user experience design was focused on ensuring that visitors progressed to the final stage of the funnel to create and share their songs.
Purely digital campaign planning
The project was promoted through TikTok and Google ads to reach a wide audience and was also shared extensively by social media users organically. Collaborations were also made with influencers relevant to the target audience. Famous influencers has created content promoting the technology helped creating buzz. The user experience, emotional connection, technological infrastructure, and social media dissemination were all brought together in a single experience.
Unique experience, unique results!
During the campaign, 208,000 people visited the platform; 19,743 created a special song for their mothers. Over 35,000 personalized songs were generated with a 99% success rate, and more than 36,000 shares were made. The engagement rate surpassed the 2-3% average for similar projects. The mobile usage rate reached 92.5%. Through our influencer communications, we reached a total of 1,801,334 people with story and reels shares. We achieved 2,319,566 views and received 15,204 link clicks. In total, the campaign generated: 55.7 million impressions, 33.6 million in reach, and 41.2 million video views
Technology in our hearts.
To celebrate mothers day, we have created a unique MarTech project for Arçelik called “ This song is for my mom” The project was designed as a web experience that allows users to create personalized songs generated by artificial intelligence, based on expressions they choose about their mothers.
