Your architect is one click away: Doğtaş Online Architect Service

The real question in furniture: will it suit my home?

When buying furniture, the biggest question on people’s minds is how the piece will look in their own home. Does the sofa color go with the wall, will the dining table fit in the living room, how should the room be laid out? Doğtaş’s online architect service answers exactly this question: while rearranging their homes, customers can get an architect’s support online via WhatsApp, without going to a store. In 2020, at a time when people were looking for solutions without leaving home, this service mattered more than ever.

Our task was to explain the service to the right audience and make the idea of “getting an architect’s help” accessible to everyone.

An end-to-end experience with @sebibebi

We chose to tell the story of the service not in the language of advertising but through a real experience, and we built that journey together with @sebibebi. Like the service itself, the story moved forward step by step:

1. An online meeting with an architect. @sebibebi met Doğtaş’s architects online via WhatsApp and described her home, needs and expectations.
2. Recommendations tailored to the home. The architects selected and recommended furniture suited to the dimensions and style of her home.
3. From Doğtaş to the home. The recommended pieces were sent by Doğtaş and took their place in @sebibebi’s home.
4. A store visit. Filming continued in front of and inside a Doğtaş store, so followers saw both the service and the store experience.

Thanks to this set-up, viewers saw an abstract service like “online architect support” with a concrete result: one meeting, a few recommendations and a redesigned home. We left the storytelling to the creator’s own voice; the content was watched less like a promotion and more like a friend’s recommendation.

Amplifying it in digital

We didn’t limit the impact of @sebibebi’s content to her own followers. By supporting the work with digital ads, we took it to audiences who might be interested in the online architect service, people planning to renovate their home or move into a new one. The content was also used as ads, so while the genuine storytelling reached a wider audience, we could track interest in the service with the same measurement as our other channels.

SMARTIES Türkiye 2020 shortlist

Entered under the name “WhatsApp Online Architecture”, the project was shortlisted in two categories at SMARTIES Türkiye 2020, where MMA rewards the most creative and effective work in mobile and digital marketing: Product/Service Launch and Customer Experience. In a program that received a record number of entries that year, we competed in both categories on the same list as brands such as PepsiCo, İş Bankası, Unilever, Nestlé and Garanti.

It was especially rewarding for us that telling the story of a service by combining a creator collaboration and digital ads in a single set-up also resonated with the jury.

If you want to tell the right audience about a service or a new product, we can start by talking about your goal.