Participants 2016

Digital campaign


Braun Christmas Gifting

Braun needed a boost of sales of its luxury portfolio during the busy holiday season. In order to distinguish the products among social media chatter around the holidays, gain meaningful consumer attention and boost purchases, we had to find meaningful earned channels to engage with consumers since Braun doesn’t have any localized social media presence in Bulgaria. Consumer trust in recommendations by traditional media and owned brand channels has somewhat eroded, so we targeted our efforts at energizing the so-called “power middle” - bloggers with average, but loyal audience that follows them for the fresh and genuine content they provide. We presented them with the opportunity to choose “the perfect gift” in their view, experience it up and close and share their involvement with the products in a useful and meaningful way with their audience. Bloggers published first person product reviews visualized with lifestyle photos that they took personally. The aim of the program was to show Braun grooming products(epilators, trimmers and face brushes) as personal gifts that help provide an emotional connection of closeness. By doing this, we promoted Braun’s image as brand that cherishes and nurtures the intimacy of true relationships – thus making Braun products more than just a gift. High engagement brought a good return of the small investment in the project. More premium products were sold compared year on year in both categories: male & female in the country for December.