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What’s the story? 

Pre-pandemic, Beko relied on showroom training – either in person or with a QVC-esque video - to share the details of products with their retail colleagues. Come the pandemic, showroom training went out of the window. Face-to-camera demonstration videos remained an option, but they didn’t provoke much of a response or really get people on board with the product features, functions, and benefits.

So Beko teamed up with Solvd Together to find a better way of bringing these products to life. Getting product knowledge into the hands of 2000 people in a pandemic was certainly a challenge… luckily, Solvd are always up for one of those!

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Grundig Gurus

Taking inspiration from social media (and how brands grow advocacy through networks online), we created an end-to-end influencer campaign called Grundig Gurus based on the following principle: if people play with and test products, they’re more likely to see and recommend them.

We recruited 10 “Gurus” from within Beko to be our product specialists. Each had a product sent to their home to play with

We kitted each Guru out with their “Influencer Kit” – a tripod, a ring light, microphones, and a guide on how to technically shoot high quality content

We provided hand-hold guidance on how to create engaging content, with user-friendly briefs on the films they would create and suggested post times/styles

This captured the digital, bite-sized style learning Beko was looking for, and gave people chance to see their friends or colleagues onscreen – perhaps when scrolling on their lunchbreak, driving more engaged traffic, and gradually embedding behaviours through a nudge approach. It also upskilled the Gurus with a fun and exciting crash-course in online influencing, learning how to create great content as well as learn about products.

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"Solvd went above and beyond what I asked them to do – with the care for colleagues in mind. You just don’t see that very often."

Laura Jones, Head of Development, Experiences and Innovation, Beko

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