Commerce
The Problem
The IPL category had less than 2% penetration on Amazon, and the £800 price point created real consumer scepticism. Braun needed to educate customers, build trust, and convince them of the device's effectiveness without overrelying on traditional advertising that the audience simply didn't believe.
The Thinking
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. The insight: authentic experiences at scale could do what advertising couldn't.
The Idea
Select 25 testers across five countries to trial Braun's Smart IPL device for eight weeks, producing candid weekly video reviews for Amazon storefronts across EU5. 15,900 people applied to be one of 25. The demand itself became the story.
The Results
+128% Category Growth
+50% YoY Revenue
15.9K Applicants
17K Vouchers Redeemed
My Role
Designed the entire creative system: tester selection criteria, weekly content briefs, shoppable video format across five shopfronts, EU localisation, and the UGC framework that reduced purchase hesitation at scale. Built as a reusable platform adopted across other P&G categories.
P&G, BRAUN TRUE TESTERS
CAMPAIGN
“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
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.
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.