Beko: Not just a dryer, but also an iron!

Beko Turkey, a Turkish major appliance and consumer electronics brand, increased its market share and website sales in Turkey by creating advertising with research gathered from children.

Where Were We?

In 2017, Beko had recognized the potential of the tumble dryer category which was extremely under-penetrated and became the "first" brand to communicate in this category. With regular communications between 2017 and 2020, the category had expanded by 65% (Source: GFK, Tumble Dryers Panel Market, Sales Unit Reports'17-'20). Competing brands had begun investing in tumble dryer communications in 2020 after realizing the potential of the category (Source: Mindshare, Category Data, '19 -'20). Before that, the message in every tumble dryer communication, the topic had been the same: Reducing the dryer's cycle from "Wash-Hang-Wait-Iron" to 3 stages, namely,...

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