From one sentence to a system that keeps publishing
I take the creative lead on turning a single persuasive idea into a full campaign. Concept, format and copy architecture are mine. Design is by the Contenthink team.
From the Barista's Eyes
Not a one off post but a repeatable LinkedIn series. The format works like a system: every post is a city, every city is an observation seen through a barista's eyes, and every observation finds its own way to a Gloria Jean's product. The naming convention, the posting rhythm and the editorial calendar all sit under one concept, which means the client can keep running it without me in the room.
- OpeningThe atmosphere of the city, in the barista's words.
- ObservationA habit or a rhythm specific to that city.
- Product linkA natural bridge to a Gloria Jean's product.
- CloseOne warm sentence that lands the post.
- HashtagsThree to five, natural Turkish, consistent across the series.
Concept and copy: Alper. Design: Contenthink team.
What I Learned From My Mother
A multi brand campaign built on a single idea. It inverts the achievement announcement that LinkedIn runs on: instead of titles and certificates, people post the one real lesson their mother taught them. Every part of the campaign, from concept to publishing schedule, comes out of that inversion.
- ConceptReplace corporate titles and certificates with something more honest and more personal.
- Gloria Jean's postA LinkedIn post drawing a parallel between the care that goes into coffee and a mother's love.
- Account copyReady to publish posts in a separate voice for each brand account, including the chairman and a board member.
I have read a great deal about leadership. I have watched many people closely. But looking back, I can see that the first place I learned it was not a meeting room. The person who taught me that lesson held no title. She was simply my mother.
She made decisions, quickly. She took responsibility, without stepping back. She trusted us, her team, but she never let the standards slip. And she did all of it quietly. Without waiting for praise, without asking for credit.
This Mother's Day I write with gratitude and love for my mother, and for every mother whose work no title could ever contain. Happy Mother's Day.
Original Turkish
Liderlik üzerine çok şey okudum. Pek çok insanı yakından izledim. Ama geriye dönüp baktığımda, liderliği ilk öğrendiğim yerin bir toplantı odası olmadığını görüyorum. O dersi bana veren kişinin unvanı yoktu, sadece annemdi.
Karar alırdı, hızlı. Sorumluluk alırdı, geri adım atmadan. Bize, yani ekibine, güvenirdi; ama standartlardan hiç ödün vermezdi. Bütün bunları sessizce yapardı. Övgü beklemeden, kredi talep etmeden.
Bu Anneler Günü'nde anneme ve emeğini hiçbir unvana sığdıramadığımız tüm annelere minnet ve sevgiyle yazıyorum. Tüm annelerin Anneler Günü kutlu olsun.
The taste of a hot coffee shared with your mother at home is very hard to imitate.
There is care in that coffee. Patience, love and effort.
As the Gloria Jean's Türkiye family, we try to carry the values our mothers taught us into every cup. Because good coffee, like a mother's love, cannot be rushed.
Today is a good day to remember that warmth and share it with the people you love.
Happy Mother's Day to all mothers. 💛
Original Turkish
Evde anneyle birlikte içilen sıcak bir kahvenin tadı ve hatırı taklit edilmesi çok zor.
O kahvede özen vardır, sabır vardır, sevgi ve emek vardır.
Gloria Jean's Türkiye ailesi olarak biz de annelerimizin bize öğrettiği bu değerleri her fincanımıza taşımaya çalışıyoruz. Çünkü iyi bir kahve tıpkı annenin sevgisi gibi aceleye gelmez.
Bugün o sıcaklığı hatırlamak ve sevdiklerinizle paylaşmak için güzel bir gün.
Tüm annelerin Anneler Günü kutlu olsun. 💛
Concept, campaign structure and copy: Alper. Design: Contenthink team.
One writer, several brands, no two of them alike
I write LinkedIn copy for the brands under Dinçerler Group. The real job is keeping every brand in its own character while they post on the same day, for the same occasion, side by side in the same feed. Two examples from the same morning.
International Women's Day
Magnolia Bakery Türkiye · 8 March · LinkedIn
New York, Bleecker Street, 1996.
A small bakery opened by the passion of two women.
Today Magnolia Bakery lives on around the world with that same excitement.
For the women on our team who carry that heritage forward in Istanbul every day, with sweet and patient work, we made a short film. We hope you enjoy it.
Happy International Women's Day.
Original Turkish
1996'da New York, Bleecker Caddesi.
İki kadının tutkusu ile açılan küçük bir pastane...
Bugün Magnolia Bakery aynı heyecanla dünyanın dört bir yanında yaşamaya devam ediyor.
İstanbul'da bu mirası her gün tatlı emeğiyle sürdüren kadın çalışma arkadaşlarımız için özel bir film hazırladık. Keyifli seyirler.
8 Mart Dünya Emekçi Kadınlar Günü kutlu olsun.
The copy opens with the brand's own founding story and draws an unbroken line from a New York bakery in 1996 to the women keeping that craft alive in Istanbul today. The occasion is honoured through the brand's history rather than borrowed from a template.
International Women's Day
Gloria Jean's Coffees Türkiye · 8 March · LinkedIn
Coffee is a matter of patience.
Knowing the bean, knowing the roast, getting the timing right.
We grow alongside the women on our team who show that patience every day, in more than 240 stores across more than 50 cities.
Today we wanted to thank them with a short film. We hope you enjoy it.
Happy International Women's Day.
Original Turkish
Kahve işi sabır işi.
Çekirdeği tanımak, kavurmayı bilmek, zamanlamayı tutturmak.
50'den fazla şehirde 240'tan fazla şubemizde bu sabrı her gün gösteren kadın çalışma arkadaşlarımızla birlikte büyüyoruz.
Bugün onlara teşekkürümüzü özel bir filmle iletmek istedik. Keyifli seyirler.
8 Mart Dünya Emekçi Kadınlar Günü kutlu olsun.
Same day, same group, a completely different voice. Here one idea carries the whole post: patience. Knowing the bean, knowing the roast, getting the timing right. The craft behind the cup becomes the way to credit the women behind the counter. Grounded, unhurried, no ceremony.
A kitchen tour that turned into a story about craft
Magnolia Bakery Türkiye · Employer brand · LinkedIn
Today we hosted some very special guests at our Central Kitchen.
Students from the Yıldız Technical University Food Club came to see our production processes and kitchen operations up close. Showing the careful preparation behind every product, our hygiene standards and the daily rhythm of the kitchen to the food professionals of the future was the best possible way to explain how this work actually gets done.
On a day spent talking about how theory meets practice, the students' curiosity brought fresh energy into our kitchen.
Original Turkish
Bugün Merkez Mutfağımızda çok özel misafirler ağırladık.
Yıldız Teknik Üniversitesi Gıda Kulübü öğrencileri, üretim süreçlerimizi ve mutfak operasyonlarımızı yakından tanımak için Merkez Mutfağımızı ziyaret etti. Her ürünün arkasındaki titiz hazırlık aşamalarını, hijyen standartlarımızı ve günlük işleyişini geleceğin gıda profesyonelleriyle paylaşmak, bu işin mutfağını anlatmanın en güzel yanıydı.
Teorinin sahada nasıl karşılık bulduğunu birlikte konuştuğumuz bu günde öğrencilerin merakı ve ilgisi, mutfağımıza taptaze bir enerji getirdi.
Behind the scenes employer brand content. A routine kitchen visit becomes something worth reading because the students' curiosity, not the company's process, is the thing being described.
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