Global Refrigerators Tech Campaign Launch

A 360° consumer campaign for Beko's Harvest Fresh technology, promoting freshness preservation through farm-to-table storytelling across digital, social, and in-store channels.

problem

Consumers had low awareness of a global brand refrigeration technology and its benefit of preserving the nutritional value of fruits and vegetables, resulting in weak product differentiation in a competitive home appliance market.

solution

Developed and executed a 360° campaign using farm-to-table visual storytelling across social media, digital ads, and in-store materials. Leveraged influencer partnerships and targeted content on Meta and Google to educate consumers on the technology's freshness-preservation benefits, driving product awareness and consideration.

The Brand's refrigeration technology uses LED grow lights inside the refrigerator to mimic natural sunlight cycles, keeping fruits and vegetables fresher for longer by preserving their vitamins and nutrients. The challenge was translating this innovative feature into a compelling consumer story that would resonate emotionally and educationally.

The campaign was built around a farm-to-table narrative, showing fresh produce harvested at peak ripeness, then stored in fridges equipped with the LED technology. Content spanned short-form social videos, digital display ads, in-store POS materials, and lifestyle photography. Targeted paid media campaigns on Meta and Google reached health-conscious families and cooking enthusiasts across key markets. Influencer partnerships amplified reach and added authentic product storytelling, while email nurture sequences via Marketo reinforced the message through the purchase funnel.

year

2024

timeframe

3 Months

tools

Canva, Meta Ads Manager, Google Ads, Salesforce, Marketo, PowerPoint