Commerce
Braun Tester Club
Making expensive technology easier to trust. Braun / P&G | EU5
Challenge
Educate customers about Braun's technology, build trust in a category with less than 2% penetration on Amazon and overcome hesitation around a high-priced beauty device.
Insight
When the purchase is expensive and personal, customers want reassurance from people they can relate to. Real experiences can be more persuasive than brand claims.
Idea
Create the Braun Tester Club. 25 customers across Germany, the UK, Spain, Italy and France received an eight-week trial of the product and created authentic video reviews that became part of the shopping experience.
My role
As Creative Director, I led ideation, held the client relationship and shaped the brief around the actual customer problem the trust gap in a device this expensive. I pitched face-to-face in Geneva, travelling twice to win the C-suite over, and the campaign was sold in as a proactive idea rather than a planned budget line the first pan-European campaign P&G had run unified across Amazon.
Holding it together meant coordinating stakeholders, managers, PMs, design, technologists and creative across five locales one of the most demanding campaigns of my career. Once the results were in, I used the real customer stories as the basis for a second iteration, turning testers into the advertiser rather than running it as a one-off trial.
Impact
15,900 applicants
25 testers across five markets
17,000 vouchers redeemed
+128% IPL category browsing YoY
+22% IPL device purchases
The programme became the first EU5 live storefront campaign for Amazon Brand Innovation Lab.
Creative Direction · UGC · Customer Experience · Retail Media · Content · Commerce
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
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.
Braun testers from across Europe, we captured 8 weekly updates from customers. Here is a sample of the user-generated content.