tabii

SUMMARY

tabii is a Turkish VOD platform (think Netflix, but for Turkish shows). As Marketing Lead, I worked with the team to develop the brand, overall marketing strategy and Go-To-Market plan for launching this new brand.

Subscriptions

Leads Generated

Brand Articulation and Positioning

First the brand name was arrived at with the team at Saffron. Initial names considered were “Daha” (More) and “Kutu”(Box), and a few others – they make more sense in Turkish within a context. Full details behind the process of naming the service are here.
Worked with Sonic Minds on developing the sonic branding, the sound of tabii. (Won Bronze at Creative Pool, 2024) – Details here
Created the brand positioning, mission and vision, brand archetypes, Brand tone of voice, personas, and approach to platform messaging.
Developed Email marketing campaign including segmentation of audiences, standard email marketing flows – welcome sequence, abandoned cart, win-back, etc.
Along with our agency, Grey, we arrived at the strategic campaign positioning of “Stories that bond us”.

tabii opening sequence sound (Sonic Minds)

First announcement teaser for the new platform.

Market and Data Analysis to Tailor Marketing Proposition

Analysed key target countries in MENA and English Markets
- Primary launch countries being UAE and the UK.
- Looked at main challenges for tabii launching in each market and proposed solutions to overcome challenges.
- Used Data from current TRT platforms – Youtube and Social Media – to judge affinity for Turkish content in each market.
Content Analysis Breakdown
- Looking at the popularity of each genre in different markets so that we can tailor content proposition when marketing in each region / country.

Customer Journeys – Landing Page and Email Flows

User Journeys were created taking into account marketing activity, website and app as first contact and what CTA’s users will be exposed to.
Segmented users and created flows on mobile app and through email (once registered) navigating them toward subscribing to the platform.
Created Email Flows for welcome sequence, abandoned carts and win-back, among others.

Global Go-To-Market Plan for Tabii

Developed Pre-launch, Launch and Post-Launch Activity plans for tabii. Initial phase focused on brand reveal, followed by a lunch in Turkey with Outdoor, Digital Advertising, and a launch event.
Subsequent launch in other countries were planned following this – for the UK we planned a big launch in places like Leicester Square or in front of the National Portrait Gallery in London. This was then cut back to focus on specific relevant audiences – Turkish Diaspora, viewers of turkish series, viewers of foreign cinema, general muslim populations and, finally, south asian audiences. We engaged MMC (Multi-Cultural Marketing Consultancy) to specifically target and engage these audiences.
For MENA, there were many avenues planned, specifically focusing on Dubai as the main launch country, and obviously, having tabii shown on the Burj Khalifa (this was finally realised only in 2025, after I had left)
Third Party Platforms also were included where our content would be featured such as ROKU.

Subscription Options and Pricing Strategy

Researched Market pricing for main competitors in the market and developed pricing strategy per market. Also taking into account economic situation within each market.
Subsequently, forecasting estimated amount of subscriptions expected from each market and worked out break-even point, etc.

Team Leadership – Workflows and Responsibility

Within the Marketing Team – created a flow chart showing the overall work which needed to be done and – even though everybody works on everything – detailing who is responsible for what.
Detailed the agency responsibilities – creative, performance marketing, PR, etc. and detailed how each team works with which agency.
For the above, included overall responsibilities which included both markets and agencies so everyone within the team knew who to talk to in order to execute plans.

Event Marketing

Worked with team on making the Brand Launch Event in Istanbul come to life and give Turkey (and the world), the first look at the tabii brand.
Looked worldwide at which events we could leverage for tabii – Made a list a + costs to execute + who should attend.
- Global Media Congress (Abu Dhabi), Dubai Shopping Festival, Future of Video, IBC (Amsterdam), etc.
MIPCOM was the first and most relevant which was executed and delivered.

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