Journey to the future of marketing: Digital strategy, AI, and efficiency

Innovation and growth in the FMCG industry

Evyap, founded in 1927, is a global FMCG brand operating in personal wash, personal care, and hygiene categories. Home to brands such as Duru, Arko Men, Activex, Arko Nem, Emotion, Blade, Evy Baby, and Pet Love, the company has a strong presence in over 100 countries, with production facilities in select locations and a diverse product portfolio.

The marketing organization is structured into three business units (tribes), each led by a director. With a brand-focused approach, marketing directors and brand teams drive strategic decisions. Sociality.io plays an integral role in digital communication, facilitating operations between Evyap and its agency partners.

Sude’s journey into marketing began after studying video and film. She landed a social media and copywriting internship at an agency, where she first encountered Evyap brands. “Working with Evyap brands during my agency years sparked my interest in marketing. This interest led me to pursue a master’s degree in marketing and ultimately shaped my career goals.”

Evyap embraces innovation in its marketing strategies, with AI-driven projects at the forefront. One of the most notable examples is the Blade AI deodorant series, a product entirely developed using artificial intelligence—from fragrance notes to packaging design and overall concept.

To promote this innovative product, the team launched a digital marketing campaign featuring a podcast series hosted by two virtual influencers. The project gained significant industry recognition, winning multiple awards. “This project reinforced the importance of investing in AI and positioned us as pioneers in the sector.”

Looking ahead, Evyap’s 2025 vision centers around sustainable growth, digital transformation, and excellence in customer experience. “Reducing carbon footprint and waste production remain key environmental priorities while enhancing efficiency in digital operations is equally critical.” she adds. Sociality.io plays an essential role in this transformation by streamlining workflows and reducing inefficiencies.

“Previously, many processes relied on extensive email communication, leading to inefficiencies and delays. By integrating Sociality.io, I believe Evyap has put these workflows into a single, seamless platform, minimizing manual effort, improving collaboration, and ensuring a more sustainable
and agile digital strategy.”

One of Sociality.io’s biggest advantages for Evyap is its ability to streamline reporting. “Managing reports manually across multiple platforms was incredibly time-consuming. The biggest convenience is having everything in one place. The user-friendly interface makes it easy to analyze our accounts across different markets and refine our content strategy.”

Sociality.io’s intuitive design and responsive customer support have also enhanced operational efficiency. “Whenever we needed support, your team was there. Sociality.io is more than just a tool—it’s a trusted partner.”

The platform’s simplicity allows teams to onboard quickly, reducing friction in daily workflows. By optimizing reporting, content planning, and competitive analysis, Sociality.io has helped make these processes more efficient and effective.

Evyap’s team also values Sociality.io’s weekly newsletters, regularly sharing insights with C-Level executives.

Evyap and Sociality.io’s collaboration has streamlined operations, enhanced time management, and supported innovative marketing strategies. As the company continues toward its 2025 goals, Sociality.io is expected to remain a key enabler in its digital transformation journey.

Thank you, Sude, for this insightful conversation!