The Braun Tester Club: Building Trust Through Authentic Experiences
Campaign Overview
To drive trust and purchases for Braun’s high-priced IPL device (£800), we launched the "Braun Tester Club" across five European markets (Germany, UK, Italy, Spain, and France). This initiative provided real customers with free eight-week trials in exchange for authentic video reviews showcasing their results, reassuring potential buyers about the effectiveness of Braun’s IPL technology.
Clients & Partners: P&G European Brand Team
Year: 2024
Location: Germany, United Kingdom, Spain, Italy, France
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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 genrated 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.
Hero tester gallery, localized across Europe, featuring different customers per locality.
Hero content, upon receiving and unboxing the new Braun IPL device.
Customers trialed the product over eight weeks, with content prompts from us.
Over the weeks, results were analyzed.
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.
Mobile screen recording of Amazon.co.uk Braun Tester experience.
Case study
Challenge
Launching Braun’s latest IPL device required overcoming key barriers: educating consumers about the technology, building trust in a category with less than 2% penetration on Amazon, and addressing skepticism around high-priced beauty devices.
Insight
Consumers need visual reassurance and validation from relatable individuals when considering high-priced beauty devices. Seeing authentic results from people with similar lifestyles and physical traits builds trust and confidence in purchase decisions.
Idea
The "Braun Tester Club" was designed as a first-of-its-kind initiative for P&G in Europe. We selected 25 customers across five countries to test Braun’s Smart IPL hair removal device for eight weeks. In exchange, participants created candid video reviews documenting their experiences and results. These videos were used to educate prospective customers on Amazon, addressing their need for visual proof and relatable testimonials.
Execution
The campaign was structured into three phases:
Launch: Introduced the Braun Tester Club and selected participants.
Voucher Incentives: Encouraged review creation with €50 vouchers for participants.
Results Promotion: Distributed user-generated video reviews across Amazon storefronts to reassure potential buyers.
Innovations
Advanced Video Marketing: Interactive commerce-oriented video content with potential for shoppable integration on Amazon.
Ethical Marketing: Transparent messaging through real user experiences to build credibility.
User-Generated Content (UGC): Relatable testimonials addressing consumers’ need for visual proof and authenticity.
Impact
First EU5 live storefront campaign for Brand Innovation Lab.
15,900 applicants for trialing the Braun Smart IPL device; 25 testers selected across five markets.
17,000 vouchers redeemed (€50 off each Braun Smart IPL device).
Browsing of the IPL category grew 128% YoY (Q2 2024).
Purchases of IPL devices increased 22%, with search demand for hair removal growing 13% across EU5 markets YoY.
Credits
Art Director: Ariana Velazquez-Mondragon.
Program Manager: Georgia Manning.
Design Technologists: Michael Mammoliti
& Mirko Cappai.Copywriter: Mercedes Lucena.
Creative Director: Matthew Swan.
Consumer Tester Program Management: Pinc Solutions.