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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“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 and edited 8 weekly updates .

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.

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 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.