By using Facebook Collaborative Ads, Europe’s leading white good company boosted online sales through the French retailer Boulanger by 39%.
Beko is the international home appliance brand of Arçelik, which operates in more than 140 countries. It offers product lines that include major appliances, air conditioners and small appliances. Beko is the leading freestanding home appliances brand in Europe in the white goods sector and number one in the freestanding white goods market in France. The brand is the main partner of FC Barcelona, naming partner of Fenerbahçe Men’s Basketball Team and Official Supplier of European League of Legends Championship (LEC).
Without an online sales channel of its own, Beko decided to boost its online sales by partnering with Boulanger, a French retailer, and use Facebook Collaborative Ads. Collaborative Ads allow brands to run direct sales campaigns by selling their products through retailers and merchants. Beko planned its campaign strategy with media agency Ingage, and focused on large domestic appliances. Boulanger shared the Beko segment of its product catalog, which was then turned into dynamic ads with the catalog sales objective.
In this way, Beko could show relevant products to people who had already shown interest in them on Boulanger’s online channels. The team created ads in the carousel and collection formats. To stimulate interest, collections were created featuring players from the leading football team FC Barcelona, of which Beko has been the Main Partner.
The multi-phase campaign was first targeted to prospective customers, even if they had never engaged with Beko or its products. For the consideration phase, Beko divided its retargeting strategy into two phases. In the first consideration phase, people who viewed a product but did not add it to their cart were shown ads encouraging them to complete their purchase. For the purchase phase, people who had added a product to their cart but not purchased were shown further ads to encourage them to complete their purchase.
Beko’s Collaborative Ads campaign achieved the following between August 26–October 30, 2020: