Beko
Dem Deluxe
The Brief
Beko developed the Dem® Deluxe Automatic Tea & Filter Coffee Maker for consumers who enjoy both tea and coffee. With its special brewing technology, dual filter system, scheduling function, and Bluetooth control, it offers both functionality and design in one product.
The Insight
Modern consumers want to enjoy both tea and coffee throughout the day, but they expect freshness, taste, and convenience. Dem® Deluxe combines these two pleasures in the best possible way within a single device.
ICM Approach
We designed a 6-influencer strategy to highlight different aspects of the product:
Aylin Kontente & Alper Kul with a fun Q&A format
Ceyda Çelikel with health and lifestyle-focused tea recipes
Tea Master bringing expertise and credibility in tea culture
Cem Güventürk showcasing home-office inspiration
Zeynep Kahraman sharing lifestyle “dumps” to drive reach
Daily usage insights showing how the product integrates naturally into everyday life
This multi-layered approach combined knowledge, entertainment, and experience, generating millions of organic impressions and high engagement.
