Beko is a premium partner of FC Barcelona.

We reinvented the role of our sponsorship by using the power of the players to create content and spark a global conversation helping families feed their children healthy food with Beko Home Appliances.

With a stunt promoted on social media, we donated 1M EUR for UNICEF and the Barça Foundation to support their programs of preventing childhood obesity.

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A poor diet is one of the leading causes of childhood obesity, which has become a rising global epidemic. Our mission was to use our FC Barcelona heroes to get kids excited about healthy food and help parents in cooking healthier.

Situation

Beko is a value-for-money home appliances brand with presence in over 100 markets worldwide. In Western Europe, it is the second brand in sales volume only after Bosch.

Although 1 in 10 households owns a Beko product, in terms of brand metrics (such as consideration or relevance) it is one of the weakest in the category. The strategic move to become a premium partner of FC Barcelona in 2014 wasn’t significantly impacting these brand health metrics.

Brief & Objectives

Our brief was to increase:

Beko brand awareness

Beko brand consideration

FC Barcelona sponsorship awareness

We wanted Beko to have a meaningful role in people’s lives, hence, we needed to solve a tension. Being a brand for families, we started looking into what troubles today’s families and discovered a relevant tension: feeding your children healthy food is a daily struggle.

The World Health Organization claims a poor diet is one of the leading causes of childhood obesity, in today’s world, obesity affects more people than hunger.

Internal research with mums and dads revealed an eye-opening insight: children don’t always listen to their parents, but they usually do what their heroes do.

Being premium partners of FC Barcelona, we had access to some of the world’s most admired football heroes, which led to our big idea: what if we reinvented the role of our FCB sponsorship by using the power of the players to help families feed their children healthy food?

We partnered with Facebook and we defined 3 personas based on their data: A) Mainstream families, parents aged 24–55 with children. B) Mindful families: families with an interest in healthy eating, and C) families with FC Barcelona fans.

We used one of the biggest sports events worldwide, "El Clasico" - FC Barcelona VS Real Madrid -as the media platform to launch the 1M EURO challenge, sparking a global conversation around healthy eating.

We used reach and frequency buying to target our audience and raise awareness among these groups. Then we used auction buying and ads retargeted to Custom Audiences to drive up engagement and direct traffic to the campaign website.

In the game with the maximum media exposure, Beko replaced its logo on the FC Barcelona jersey with "#EatLikeAPro" and we launched the 1M Euro Challenge.

For each #EatLikeAPro hashtag people posted on Instagram and Twitter, Beko donated €1 to Unicef to help prevent childhood obesity. We set out on the ambitious challenge of achieving 1 million hashtags.

As a warm-up for the challenge, two days before the match, Barça players started challenging each other on their social media accounts, to reveal their favorite healthy food.

Before, during and after the game, our team of community managers around the world was commenting on posts including #eatlikeapro and seeding branded content.

1 Billion people reached

89,4% positive sentiment on social media

People from 167 countries joined the #eatlikeapro conversation

1 Million posts including #eatlikeapro (=1M Euro donated to Unicef) in less than 11 days

1485 articles in 28 countries for a media value of 3.4M EUR

10% sales growth YOY (UK, Spain, Poland, Romania)