Overview of this campaign
As the pioneer of the innovations in the digital world, Hürriyet transformed into a social news website on 12 May 2014 by taking a major step with the motto, 'social journalism for the social reader'.
With this project, hurriyet.com.tr not only turned into a website that socializes the digital news reading experience but it has also transformed into a profile and community based world offering interactive features.
Once again proving the emphasis it places on innovation and leadership, Hurriyet.com.tr pioneered yet another innovation both in Turkey and in the global media. Offering social features to all of its users through subscription, Hurriyet.com.tr provided its subscribers the opportunity to personalize the news based on their content on their own wall.
This platform is launched in order to able socialization and engagement of the users.
It brings Hurriyet.com.tr the chance to grow target audience and to diversify targeted advertisement / content marketing models.
What does the renewed Hurriyet.com.tr offer?
SEE WHAT YOU WOULD LIKE TO SEE ON YOUR WEBPAGE
Now, the page entitled 'My Personal Page' on Hurriyet.com.tr allows the readers to see only the contents and news that they are interested in.
READERS CLOSER TO THE COLUMNISTS
The readers can now follow the columnists, see their special contents shared during the day, comment and get a response from the columnists.
WHICH ARTICLES SHOULD WE EMPHASIZE?
The contents that are “emphasized” most by readers have place in Hurriyet.com.tr homepage.
ARE YOU READY TO DISCUSS AND LEAD THE CURRENT AGENDA?
The readers can now start a discussion about any topic on their own profile pages, create their own hashtags and share their discussions.
COMMENTS ARE UP TO YOU ON HURRIYET.COM.TR!
The readers are free to comment on Hurriyet.com.tr in real time without any changes.
Please find attached detailed documents in PDF file.
Results for this campaign
2014 Brand Research of IPSOS shows that hurriyet.com.tr added 'being social' feature to its powerful features and differentiated from other news sites.
Hurriyet.com.tr ‘Social Features’ by Numbers:
The number of Hurriyet.com.tr members becomes 1.2 million at the end of the 2014.
With the ‘freedom of comment’ strategy hurriyet.com.tr had over 1 million comments on news in 2014
More than 200 million pageviews of Hurriyet.com.tr came from new social features.
Hurriyet.com.tr TVC and Digital Campaign:
In order to promote this innovative platform that allows us to stand one step ahead of our local and global competitors, we conducted a 10-day campaign in October 29, 2014 with 4 different TVCs where we used our columnists. Each film introduced a new social feature of Hurriyet.com.tr.
- In one week, we had 31.000 new members.
- After the campaign average number of posts increased by 75%
- While the number of comments before the campaign was 19.000 per week, incoming comments increased by more than 75% and become 34.000 after the campaign.
- The campaign had overall 81 million views.
- In social media we had almost 25 million impressions and 33 million views with #buhürriyetçoksosyal hashtag
- All videos watched online almost 8.5 million times in total (Youtube, HurriyetTV & Vimeo)