Keeping it in the family, a winning formula to building Beko’s brand credibility
Scooping Gold at The Drum Awards for Media in the Campaign (over $1m) category is Arcelik for its client Beko with its innovative and sustainable Beko Inheritance campaign. Here is the award-winning case study.
Beko is one of the top three large home appliance brands in Europe. Over the last few years, Beko has been committed to the durability of its appliances by investing in quality components and extensive testing. In addition to its strong position in Health and Wellness for over five years, we developed an innovative campaign to establish our presence as a durable appliance company. The campaign aimed to change consumers' perception of the brand by leveraging their high expectations regarding trust in home appliances.
Summary
In our groundbreaking Inheritance campaign, we aimed to showcase the durability of Beko appliances while forging a deeper connection with our users. We moved beyond traditional advertisement videos by involving them directly in the campaign. Instead, we invited users to create their addendums, allowing them to interact and engage uniquely and compellingly. Our goal was to spread this message globally, focusing on Spain, Poland, and Egypt.
We prioritized maximizing reach during the initial two weeks, leveraging platforms like YouTube Masthead and TikTok Topview. In the subsequent weeks, our focus shifted to generating as many video views as possible, using a remarketing strategy where viewers of the long video were shown shorter versions. All ads funneled users to the personalized Addendum section on our website.
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The approach
To amplify our message, we executed the campaign worldwide with a primary focus on Spain, Poland, and Egypt. We harnessed the influence of social media through Meta and TikTok, collaborating with influencers to deliver our message. Exclusive behind-the-scenes launch events in local markets, attended by celebrities and influencers, generated excitement and buzz around the campaign, showcasing the addendum in-store and creating a memorable experience.
We reinforced our campaign's visibility by engaging users across various platforms, including YouTube, Programmatic Video, Meta Video + Smart Story, and TikTok Infeed. To measure effectiveness, we employed a Brand Lift study on YouTube. We launched the main video with mass targeting to ensure widespread dissemination of our campaign message, and used short videos in our remarketing strategy to engage viewers who watched the longer versions.
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Our initiative allowed Beko customers to transform their appliances into official Beko Inheritance Addendums, symbolizing the passing on of durable and cherished items to loved ones. We crafted a 72-second murder mystery-inspired video, depicting three siblings vying for a treasured family heirloom, to capture attention and highlight the enduring value of Beko appliances. This main video, along with 30-second and 15-second short versions, directed viewers to our website to personalize and download their Addendums. Additionally, our collaboration with 10 influencers bolstered our message.
By tapping into the common belief that people expect long-lasting appliances and incorporating popular culture elements, we elevated our campaign beyond conventional advertising. The cinematic approach, a rarity in the home appliance market, and the physical delivery of addendums to influencers, along with products, created significant impact. This strategy allowed us to distinguish ourselves in the advertising landscape and revolutionized home appliance marketing by linking Beko products to the timeless value of family heirlooms.
The results
The campaign achieved remarkable results, becoming the most viewed ad in Beko’s history with 259 million views across social channels. Our influencer campaign generated 132 pieces of content and 80 million views across three markets, achieving 88% positive sentiment. The Inheritance Addendum landing page saw over 1.5 million visits in just two weeks. Overall, the campaign garnered 2.8 billion impressions, 340 million total views, 528 million social reach, and an additional 100 million PR coverage reach across marketing and consumer media. Notably, the campaign led to a significant uplift in consideration, with a 9.7% increase in Poland and a 15.1% increase in Egypt on YouTube BLS.
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The Beko Inheritance campaign successfully conveyed our durability message to a global audience. Through an innovative cinematic video, strategic social media dissemination, and exclusive events with celebrities and influencers, we amplified our reach and impact. The campaign's comprehensive 360-degree approach, including online communication, offline events, printed materials, and PR efforts, ensured its holistic design and success.
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