Braun Ironing
Switzerland
Braun Switzerland approached us with the request to develop a comprehensive campaign centered around four of their key ironing products. The goal was to highlight each product’s unique features and benefits, while creating a cohesive narrative that reinforces Braun’s innovation and expertise in garment care.
THE BRIEF
Our brief was to build trust and drive engagement by generating authentic consumer reviews and ratings for Braun’s four key ironing products in the Swiss market. The objective was to strengthen the products’ online presence by increasing both the volume and quality of ratings, while capturing insightful feedback that would resonate with potential customers. By highlighting real user experiences—emphasizing performance, ease of use, and innovative features like AutoClean, PowerSteam, FreeGlide 3D, and iCare Technology—we aimed to create credible social proof that supports conversion and reinforces Braun’s reputation as a leader in garment care.
THE APPROACH
The campaign was launched across Switzerland, targeting both German- and French-speaking audiences, with an approximate split of 80% to 20% respectively. It quickly captured the attention of ironing enthusiasts who were eager to test and experience Braun’s latest innovations. This was especially valuable, as our primary objective was to engage with frequent ironers—individuals already familiar with similar products—so that we could gather detailed, experience-based feedback. The level of engagement exceeded our expectations, with participants providing in-depth insights into the performance, usability, and key features of the four products. These authentic reviews played a crucial role in shaping consumer trust and directly contributed to the campaign’s overall success.
THE STRATEGY
We designed a compelling and informative experience for our Insiders, ensuring they were fully equipped to explore and evaluate each of Braun’s ironing products in depth. From the start, we provided detailed product information and user-friendly materials that clearly explained each model’s standout features—such as AutoClean Technology, FreeGlide 3D, and PowerSteam—to help them make the most of their testing phase. To further support their journey, we delivered a series of engaging newsletters that spotlighted each product’s unique selling points, offering practical tips, usage guidance, and inspiration to enrich their overall experience.
This thoughtful onboarding process not only boosted Insider confidence but also deepened their connection to the brand. As a result, participants felt empowered and excited to share their genuine opinions. Their high level of satisfaction and engagement translated into a large volume of honest, detailed, and persuasive reviews. These testimonials highlighted the products’ strengths in real-world scenarios and built a credible layer of advocacy that resonated strongly with the broader community—ultimately reinforcing Braun’s positioning as a trusted leader in ironing innovation.
HIGHLIGHTS
Over the course of the 4-week campaign, we exceeded our review content target by 121%, collecting 99 high-quality reviews against an original goal of 82. The campaign achieved an impressive average rating of 4.8, with reviews averaging over 108 words in length—well above the standard for typical organic reviews. Most notably, we recorded a Brand NPS growth rate of 108, reflecting a strong increase in customer satisfaction and brand advocacy.
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Want to grow sales with Insiders UGC?
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