Ozon Global Turkey PR Case Study — 530K Engagements | Roke

When Russian e-commerce platform Ozon Global needed to reach Turkish sellers with three distinct messages, precision targeting was everything. Roke identified the right media outlets and influencers using SimilarWeb and HypeAuditor data, localised all content for the Turkish market and coordinated with Ozon Global’s Moscow-based agency Glavniey Sovetnik. The result: 530,000 total digital engagements across three campaigns, with placements in Ekonomim.com and Dunya.com.

Our Approach:

• Target media outlets and influencers were identified using platforms such as SimilarWeb and HypeAuditor, ensuring that Ozon Global reached the right audience with three distinct content pieces.
• Glavniey Sovetnik was thoroughly briefed to effectively manage its Moscow-based client while considering the dynamics of the Turkish media landscape.
• All content was localized by Roke to ensure cultural and linguistic accuracy.
• To maximize impact, we proposed an Agenda Setting strategy to enhance Ozon Global’s visibility, position its spokesperson in Türkiye as a Thought Leader, and coordinate communication efforts with Ozon Global’s Turkish HQ.

Key Outcomes:

• The three communication initiatives, each featuring a unique content piece, achieved a total engagement rate of 530,000 across digital channels, according to data from Interpress, a Turkish media monitoring company, and Ekonomim.com.
• Content placements were successfully secured in key target outlets, including Ekonomim.com and Dunya.com.

Next Steps:

• Sustainability and direct communication with local representatives are critical for effective market-specific outreach. Investing in paid content via media channels or collaborating with key opinion leaders will enhance visibility.
• Agenda Setting remains the most effective approach for organically strengthening Ozon Global’s presence, leveraging the dynamic nature of Türkiye’s e-commerce ecosystem.
• Strengthening relationships with key opinion leaders across both traditional platforms and emerging channels such as Substack and Medium will significantly reinforce Ozon Global’s communication strategy.
• Lastly, positioning Ozon Global as a trusted source of insights on Türkiye’s e-commerce market—by providing exclusive content to journalists, bloggers, and industry creators—will be essential for achieving long-term communication success.