Badkoobeh - Beko case study

About the brand

With a history going back to 1967, Beko is a Turkish brand. An Archlik company’s branch which succeeded at buying the German company Gundik in 2004, successfully producing more than half of the TV’s in European market by January 2005 along its main rival, Vestel. On June 2009, Beko was merged with Archlik. Today a number of Archlik products such as refrigerators, TVs, washing machines and dishwashers are produced under the Beko brand. Kuch Holding is currently managing this brand.

Beko has also been present in Iran for a few years.

Challenges and approaches

Beko’s digital medium advertisement all around the world is done by Mccann Advertising Agency, and the Beko’s digital campaign is executed uniformly across the world. It is done in a manner that all the Beko’s social network accounts in different countries have common content, provided by Mccann Agency in Spain and sent to different agencies around the world. However, the main chellenge for the agency is providing content based on local Persian culture. For this approach Beko sends a set of contents based on a specific concept to Badkoobeh every month. The sent content includes text, pictures, animations, videos etc. Badkoobeh updates and tweaks this posts by adapting a Persian style.

Activities

1-Content marketing in social media

Selected social networks: Telegram and Instagram
Content production based on common and global concepts

Providing with posts having concepts related to daily or annual events in Iran e.g. posts about Nowrooz. In special circumstances, these domestic content may be published in Beko’s main page. Also, deciding on publishing designated posts from HQ based on Iran’s internal conditions e.g. when an unpredictable event happens in Iran or when campaigns are held.

Managing and updating social networks

2-Cooking Masters digital campaign

This campaign was held before the beginning of the new year (Nowrooz) featuring six social network influencers. A set containing Beko’s blending machine was sent for the mentioned six. They then cooked pastry with this set and asked their followers to participate in this contest by publishing their recipes and pictures. We put these pictures in the Beko’s page, tagged the influencers and asked our followers to vote for them and join the contest themselves.

This campaign had a great and astonishing impact from a participation viewpoint, racking up the followers of Beko’s page.

3-Programming and purchasing digital media

Visual advertising and promoting in popular and most viewed pages in the social mnetworks Instagram and Telegram
Viralizing the Telegram content
Banner ads under Mccann Agency’s supervision

4-Website

Using Beko’s specific global control panel

Introducing products

Introducing events and publishing reports about them