Product + Brand Launch
The Braun Tester Club: Building Trust Through Authentic Experiences
Nobody spends £800 on a device they've never seen work. So we let 25 real people show them.
Free eight-week trials, honest video results, five markets. The Braun Tester Club put real customers at the centre of the Smart IPL launch, and 15,900 people applied to take part.
P&G European Brand Team | Germany, UK, Spain, Italy, France | 2024
Creative Direction · UGC · Video · Brand Store · Commerce
“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.
Brand Store Live launch video, featuring Victoria.
Media example top left, through to landing page experience on Amazon.
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.
Challenge
An £800 beauty device. A category under 2% penetration on Amazon. Shoppers who didn't understand the technology and doubted it would work. Braun had to educate and earn trust at the same time.
Insight
For a high-priced beauty purchase, people want proof from someone like them, with a similar lifestyle and similar physical traits. A real result beats a perfect render.
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 to trial the device, 25 testers selected across five markets
17,000 vouchers redeemed (€50 off the Smart IPL)
+128% YoY IPL category browsing (Q2 2024)
+22% IPL device purchases
+13% YoY search demand for hair removal across EU5
First EU5 live storefront campaign for Brand Innovation Lab
People
Creative Director: Matthew Swan
Art Director: Ariana Velazquez-Mondragon
Program Manager: Georgia Manning
Design Technologists: Michael Mammoliti & Mirko Cappai
Copywriters: Mercedes Lucena & Josie Burns
Consumer Tester Program Management: Pinc Solutions