Braun Tester Club
By leveraging the power of real consumer voices, the Braun Tester Club bridged the gap between education and trust, redefining IPL adoption in the e-commerce space.
Problem
At-home beauty devices—especially intense pulsed light (IPL) for hair removal—are growing in popularity, yet customer confidence remains low without visible, tangible results. With Braun’s premium Smart IPL device priced at £800 and a category penetration of less than 2% on Amazon, there was a critical need to educate potential buyers and instill trust.
Task
Bring awareness, educate, and build customer trust in Braun and the IPL category in order to drive purchase of the newest Braun Smart IPL device across the EU5 markets.
Team
Matt Swan Creative Direction
Ariana Velazquez Art Direction
Michael Mammoliti Design Technologist
Designed at Amazon
INSIGHT
Connecting customers with genuine user experiences is key to elevating trust in cutting-edge beauty tech.
When it comes to high-value purchases, consumers demand reassurance. This has become standard practice, particularly since influencer reviews drive nearly half of high-priced tech purchases among Gen X, Millennials, and Gen Z.
Visual proof of results, especially when coming from relatable, trusted sources, can transform skepticism into confidence. We understood authenticity and results were going to speak louder than words.
Visual proof of results, especially when coming from relatable, trusted sources, can transform skepticism into confidence. We understood authenticity and results were going to speak louder than words.
IDEA
Introducing the Braun Tester Club: Authenticity in Action
In collaboration with Procter & Gamble, our innovative approach led to the creation of the Braun Tester Club. This program offered 25 carefully selected customers across Europe a free trial of Braun’s latest Smart IPL device in exchange for candid, real-life video reviews over an 8-week period. These genuine testimonials were then leveraged to educate prospective buyers and reshape perceptions around IPL technology.
Phase 1: Launch – Sparking Interest and Building Momentum
Kickstarting the conversation with authentic voices and an exclusive trial invite.
After laying many bricks to build the foundation prior to launching (agency briefing, customer selection, micro-influencer casting, UX/UI mapping), the first of three phases was ready to launch. Phase 1 included 3 key components:
Engaging Launch: A custom landing page and a dynamic storefront video hosted by German TV personality Victoria Swarovski and Braun expert Benjamin Wilson set the stage by clearly explaining the Tester Club concept.
Open Applications: A tailored submission form captured diverse applicants based on IPL eligibility, lifestyle factors, and commitment to the trial—ensuring the group reflected a broad spectrum of real users.
Pilot Testing: Early trials with micro-influencers provided immediate, relatable content, establishing a baseline of trust through real-life experiences.
Phase 2: Voucher Redemption – Keeping Engagement Alive
Trials begin. Transitioning from invitation to anticipation.
As we conducted the selection and briefing of customers in the background, we did a top-to-bottom shift of the page and trial process, introducing Phase 2. This update included:
Narrative Shift: As applications closed, the landing page evolved—teasing upcoming IPL results and maintaining its dual role as an educational resource and shopping portal
Incentivizing Purchase: A €50 discount voucher for the Smart IPL device ensured that even non-selected visitors remained engaged, driving consideration and reinforcing the campaign’s value.
Seamless Execution: With the support of third-party management, devices were shipped to the selected testers who then documented their 8-week hair-removal journey.
Phase 3: Results – Real User Experiences Drive Conversion
Real results: From first impressions to authentic outcomes
Tester Library Launch: The culmination of the campaign was the Braun Tester Library, where 25 user-generated video testimonials were showcased live on Amazon. These videos captured everything from initial impressions to final results, making the technology’s benefits tangible.
Targeted Media Rollout: A strategic media push segmented content by gender, leading to personalized clickthrough journeys that directed shoppers to dedicated hero placements within the Tester Library—maximizing conversion potential.
FINDINGS BY THE NUMBERS
Campaign results and highlights
Globally, this is the first CPG customer trial experience on Amazon, successfully achieving one consistent message and story across EU5.
In the first 4 months, Braun Tester Club campaign yielded:
In the first 4 months, Braun Tester Club campaign yielded:
200k visits across 5 custom landing pages in a 3-month period.
128k views of the IPL showcase (first EU5 showcase and our first dubbing video campaign for BIL.)
15.9k applicants to trial the Braun Smart IPL.
25 customers selected across 5 markets.
17k vouchers sent for 50 euro off the device.
On average, across the 5 sites, 18% of those who visited clicked to become a tester.
