How Global Appliance Brand Arçelik Hitachi Used Five Brand Agents to Control Brand Alignment Across Markets on Meta

"Brand agents gave us control that actually understands what our brand stands for in each market - without forcing us to choose between being too restrictive or too permissive."

~Melis Erdinc, Head of Global Digital Marketing, Arçelik Hitachi

The Challenge

Arçelik Hitachi, a global appliance brand advertising across Hong Kong, Thailand, Vietnam, Singapore, and the UAE, understood that brand alignment isn't one-size-fits-all. Each market has distinct cultural sensitivities, political contexts, and content norms that generic brand safety tools simply can't address.

Content acceptable in one market might be completely inappropriate in another—requiring granular control to navigate these differences. The brand needed customized, market-specific control that reflected their values while respecting local nuances, including political sensitivities around government criticism, religious customs, and culturally sensitive historical events.

Traditional brand safety verification isn't built for this level of sophistication. It offers broad category blocking but can't account for cultural context or the subtle distinctions that matter to a global brand operating across diverse markets. A single set of blocking rules would either be too restrictive (missing valuable opportunities) or too permissive (creating brand risk).

The Solution

Scope3 and Arçelik Hitachi built five custom brand agents—one for each market—with Brand Standards prompts tailored to local cultural and political contexts. Using natural language, the brand defined what "aligned" and "unaligned" meant for their business in each specific geography.

Each agent was customized to navigate local sensitivities. For example, the agents ensured Arçelik Hitachi didn't appear next to content related to political protests, criticism of local governments, disrespectful references to religious customs and national symbols, and culturally sensitive historical events—all tailored to what brand-appropriate means for Arçelik Hitachi in the context of each country.

Unlike traditional verification tools that rely on keyword blocking and struggle to distinguish cultural nuance, Brand Standards uses large language models (LLMs) to understand content context. Each agent evaluated Facebook and Instagram placements and made bid decisions based on brand alignment for that specific market, recognizing and blocking content that could be perceived as politically divisive or culturally insensitive within each geography.

The Results

By blocking approximately 25% of content on average across markets, Arçelik Hitachi unlocked the ability to redirect budget toward brand-aligned inventory—without sacrificing reach, eCPM, or CPC. The shift delivered measurable improvements in brand control while maintaining campaign performance.

The custom agents achieved unprecedented nuance that traditional filters couldn't. By understanding the cultural and political landscape of each market, the agents identified content misalignments that generic brand safety tools miss entirely. For the first time, Arçelik Hitachi could see exactly what content they were supporting through ad spend, understand why specific placements were blocked, and verify their brand preferences were being enforced consistently across markets.

The results proved the approach works at scale: 45.3M impressions delivered against aligned content across all five markets, with complete transparency into every placement decision.

Scaling control across the business

Having proven brand agents deliver control and efficiency, Arçelik Hitachi is positioned to activate agents across additional markets and channels, extending brand alignment controls beyond Meta to programmatic display, video, and other platforms. The team also plans to add Brand Stories prompts to their brand agents to discover audiences aligned with campaign narratives, and integrate additional signals like media quality and sustainability metrics to build a comprehensive approach to brand alignment and performance.

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