P&G Braun – Tester Club
Campaign Overview
Braun’s £800 IPL device was launched with the first EU5 “Tester Club,” delivering authentic customer video reviews across five countries. The campaign grew the IPL category by 128% YoY and boosted sales by 22%.
Client: P&G | Year: 2024 | Location: Germany, UK, Spain, Italy, France
My Role: Creative Director
Full Case Study
Media example top left, through to landing page experience on Amazon.
Brand Store Live launch video, featuring Victoria.
Media example and Brand Store live layer feature.
Off Amazon, lead gen experience is created; customers apply via this.
The Braun Tester package was received once customers were selected for the eight week trial.
“We really love that you truly understand the IPL category and consumers and that the activities are directed to driving education while enabling purchase.”
Raluca Mihailescu VP Braun Europe
Braun testers from across Europe, we captured 8 weekly updates from customers. Here is a sample of the user-generated content.
Braun tester
shoppable stories
Customers interested in IPL technology can learn from real experiences through the Braun Tester eight week trial across Europe, connecting stories of products and personal insights to inform and motivate them.
Mobile screen recording of Amazon.co.uk Braun Tester experience.
Hero tester gallery, localized across Europe, featuring different customers per locality.
Each customer had a unique insight and angle.
With the final video built into this new component on Amazon, customers can scan, switch, and learn and shop all in one place.
Frames from the mobile experience were localized across Europe.
Case study
Challenge
The IPL category had less than 2% penetration on Amazon, and the device price created skepticism. Braun needed to educate consumers, build trust, and convince them of the device’s effectiveness without overrelying on traditional advertising.
Insight
Consumers trust peers more than brands when purchasing high-priced beauty devices. Seeing real results from relatable individuals is far more persuasive than curated product content.
Idea
Select 25 testers across five countries to trial Braun’s Smart IPL device for eight weeks, producing candid video reviews for Amazon storefronts, giving potential buyers the reassurance needed to convert.
Execution
Launch and participant selection.
€50 vouchers to incentivize reviews.
Distribution of user-generated content across EU5 Amazon stores.
Innovations
Interactive commerce-ready video content.
Transparent messaging through authentic customer experiences.
UGC leveraged to reduce purchase hesitation.
Impact
15,900 applicants; 25 testers across EU5.
17,000 vouchers redeemed.
Browsing of IPL category up 128%; sales up 22%; search demand up 13%.
Credits
Art Director: Ariana Velazquez-Mondragon.
Program Manager: Georgia Manning.
Design Technologists: Michael Mammoliti
& Mirko Cappai.Copywriter: Mercedes Lucena & Josie Burns.
Creative Director: Matthew Swan.
Consumer Tester Program Management: Pinc Solutions.