A global initiative by domestic appliance and electronics brand Beko to raise €1 million for UNICEF to help prevent childhood obesity has reached its target even earlier than anticipated thanks to the power of influencer marketing. Beko collaborated with top influencer marketing platform Whalar to create exciting, shareable content for their Eat Like A Pro initiative which has achieved around 3 million engagements to date. Whalar’s latest project with Beko’s is part of a growing trend to utilise the power of influencer marketing for societal change.
As major sponsor for Barcelona FC, Beko aimed to fuel sharing of healthy eating habits and lifestyle content with €1 donated to UNICEF for each post shared using the hashtag #EatLikeAPro. The campaign centred on the excitement of El Clásico, the famous football fixture between Barcelona FC and fellow Spanish giants Real Madrid which took place on the 6th May. Barcelona FC also promote healthy eating habits within their charity The FC Barca Foundation.
Finding the right influencers with family and healthy eating credentials, and/or a football or sporting association was key, and Whalar did just that. Each influencer was asked to produce three pieces of content, one to be posted in the lead up to El Clásico and two stories on the day. Instead of the usual Beko logo on the Barcelona FC players shirts during El Clásico, the campaign hashtag #EatLikeAPro featured instead.
Creator with influence @allthatisshe produces content with a strong family vibe and utilised her popular #scenefromtheceiling layout to create a post for the Beko #EatLikeAPro campaign that inspired families around healthy eating. Dominique was able to share her own personal stories of encouraging her daughters to eat healthily at home.
LA based pro player @_shawnagordon is a source of inspiration for many young athletes, particularly female athletes, and was the perfect embodiment of the campaign’s objectives. In her work, Shawna was able to portray the essence of the #EatLikeAPro campaign with fun, carefree content that gave the message that healthy activity and healthy eating should be a regular part of family life.
Thanks to the success of the campaign, Beko were able to reach their target of raising €1 million for UNICEF earlier than predicted. The funds raised will be utilised by UNICEF to help improve the quality of children’s diets and reduce rising childhood obesity rates.
Whalar co-founder James Street said: “The Beko Eat Like a Pro campaign worked so well because we were able to leverage the interest and excitement around the international event of El Clásico to build awareness of a topic that is of utmost societal importance. Beko, UNICEF, Barcelona FC and The FC Barca Foundation were aligned in their objective to end childhood obesity, and Whalar were able to find the right influencers to complement this, driving the campaign through social media. As influencer marketing continues on its upwards trajectory, changing the face of traditional marketing and advertising, the trend for using the power of influencer marketing to create societal change will only gather in momentum.”