Beko. Connecting appliances to a whole state of mind — across six pillars of health.
The objective: build mass awareness and engagement for the “Beko state of mind” concept by connecting appliance usage to 6 pillars of health — Social, Mental, Financial, Physical, Planetary, and Emotional — through authentic influencer storytelling, amplified across digital and offline channels.
Six pillars of health.
Social
Time for real connections, not just quick conversations. More present in the lives of loved ones.
Mental
Time for clarity and direction. Simplifying routine to grow, learn, and decide better together.
Financial
Time to manage resources better. Less daily stress, wiser choices for the future.
Physical
Time to take care of each other. An active, balanced lifestyle — moving, eating well, resting.
Planetary
Time to protect the planet. Conscious habits toward a cleaner future.
Emotional
Time to be together and show up for one another. Sharing real moments — pauses, reflection, joy.
Six pillars, one state of mind. — Influencer content across Romania.
Challenge
An appliance brand had to sell something intangible — a “state of mind” spanning six dimensions of health — and land it at mass scale, across both digital feeds and the physical city.
Solution
Authentic influencer storytelling anchored each pillar, then amplified through a full media mix — Influencer Content & Paid Ads, Social Boost, Social Display, Social TV, and Digital Out-of-Home — so the message met audiences in every context.
Results
Reach came in 11.49% over plan and impressions 28.42% over. 5.54M of those impressions were delivered offline through Metro-station DOOH, with Piața Unirii alone contributing more than a third of that total — €78.91K online and €41.5K offline, working as one campaign.
What we ran
Influencer Content & Paid Ads
Social Boost
Social Display & Social TV
Digital Out-of-Home
Omnichannel Strategy
Read it.
The Creative Play
The interactive “Swipe” creative format drove the highest volume of traffic — turning viewers into an engaged, curious audience.
The marginInteractive WinsThe Talent Play
Raluca Anton delivered the single highest influencer impressions at 1.72M, proving creator selection was spot-on for community reach.
The marginBest-in-CampaignThe Offline Play
DOOH in Metro stations delivered 5.54M impressions — with Piața Unirii alone contributing over 36% of that total.
The marginCity-Scale Presence- 01Influencer selection had excellent impact in their communities — delivering excellent reach.
- 02Interactive content sparks curiosity and turns followers from viewers into an engaged audience.
- 03Omnichannel amplification is a must — reaching audiences in different contexts.
- 01Scale high-performing amplification formats and expand influencer collaborations to deepen emotional brand connections.
- 02Optimize future campaigns by integrating more interactive experiences across live and digital touchpoints.
