Bomonti
Bomonti stands as the ancient cornerstone of Turkey's brewing heritage, with roots dating back to the vibrant 1890s.
Problem: People were frustrated with out-of-date cultural codes and norms, searching for liberation.
Insight: The LBTQ community is the most stigmatized group in Turkey’s polarized political climate.
So we tapped into their minds and manifested their reality:
“I aspire to live and express myself authentically, embracing diversity and fostering an environment of mutual respect. However, I often find myself lacking the inspiration, encouragement, and courage needed to fully realize this vision. I seek brands that resonate with my lifestyle and identity, ones that reflect and define who I am.”
Love in a new bottle
Solution: Launch Turkey's first commercial Pride marketing campaign.
We were ready for the heat. We designed custom-made bottles for Pride Month, collaborated with social awareness platforms, and implemented a social media campaign to make it all happen.
Target Audience
Concepts by me
I helped with empathy maps, brainstorming sessions, and market research while I was a trainee at LotusMedia.
During campaign ideation, I created two concepts to emphasize the inclusive message we wanted to convey. These concepts included creating pride-themed beer holders and reusable bags made from festival pillows.
Recognizing the LGBTQ+ community's significant participation in festival culture, I aimed to evoke a sense of "Pride in Nature" to highlight environmental sensitivity. Although the idea was well received by the company, it was eventually used in later campaigns.
Collaborations
ISTANBUL PRIDE COMMITTEE:
Collaborated with the Pride Committee to hold events at Bomonti-sponsored locations.
SOCIAL POLICY ASSOCIATION:
Collaborated with the most prestigious LGBTQ+ activism organization to hold seminars for Bomonti employees, with the goal of increasing inclusivity and cultivating a more welcoming culture within the company.
PEMBE HAYAT:
Collaborated with the organization in charge of organizing QUEERFEST in Istanbul to strengthen cultural marketing efforts.
Pride Ball
Organized a Pride Ball with 600 attendees and provided Pride-themed bootles to prominent nightclubs in Istanbul.
Influencer Kits
75 influencers received a Bomonti Pride bottle with a caleidoscope in a special box.
Wrapping up
Social Media Exposure
With 2500 content produced and 24 million impressions, Twitter proved to be the most successful platform.
Awareness Frontrunner
Bomonti became more relevant to current trends by taking an active role in LGBT+ activism and allowing customers to identify with the brand.
Understanding Frameworks
I gained invaluable experience working with industry leaders to solve complex problems, particularly curating frameworks for awareness campaigns.