Campaign for Henkel: A Successful Product Launch That Revived the FA Brand
Henkel decided to launch two new Fa shower gels – Passionfruit Feel Refreshed for women and Spicy Bergamot for men. This product launch wasn't just about introducing new products – Henkel wanted to take a step towards the younger generation and also appeal to a male audience.
Výsledky kampaně
Two new Fa shower gels tested in the Czech Republic and Slovakia.
Most applications were from women in the CR (1,612) and SR (656), and from men, 990 from the Czech Republic and 498 from Slovakia.
100 men from the CR, 80 men from the SR, 200 women from the CR, and 120 women from the SR.
We received 478 reviews.
Spicy Bergamot 89% from men, Passionfruit 93% from women.
Spicy Bergamot 4.6, Passionfruit 4.8.
Over 200 posts reached a wide audience, including micro-influencers.
O klientovi
Henkel is a global company with over 145 years of tradition. Its most well-known brands on the Czech market include Persil, Silan, Schwarzkopf, Fa, Loctite, and Ceresit.
- Odvětví
- Industrial & Consumer Goods
- Velikost
- 50,000+ employees
- Země testování
- Czech Republic and Slovakia
A New Generation, a New Approach
The Fa brand has long relied on loyal customers from brick-and-mortar stores. This time, Henkel wanted to reach an audience seeking inspiration on digital platforms – to get closer to the younger generation, gain authentic reviews to build trust on Heureka, and engage men as a new target group.
How Did We Approach the Testing?
A wide spectrum of users was involved in the testing – from micro-influencers with a few hundred followers to creators with a reach of over 28,000 followers. We gave testers the freedom to present the products in their own way. The result was over 200 Instagram posts combining reviews, photos, and videos.
What Were the Results?
Fa Spicy Bergamot earned an average rating of 4.6 stars and an 89% recommendation rate, while Fa Passionfruit Feel Refreshed excelled with a 4.8 rating and a 93% recommendation rate. Engaging the male target group was a key point of the campaign's success.
Ukázka recenzí
Fa Spicy Bergamot
- pleasant scent
- vegan and natural ingredients
- body & hair 2-in-1
- modern design
- low price
- shorter lasting deodorant scent
„I primarily appreciate the vegan and natural ingredients. The exotic scent is very pleasant and original. Unlike deodorants I've used before, it doesn't leave stains on clothes. With the shower gel, I appreciate the 2-in-1 function – a combination for body and hair in one bottle.“
Fa Passionfruit Feel Refreshed
- scent
- longevity of the scent on the skin
- could be more intense
„The shower gel with the scent of passion fruit and coconut water has a beautiful, sweet, and distinct fragrance, and it lathers well. The solid deodorant and the spray smell great all day long and don't pill, which is great.“
„We wanted to get Fa to a younger consumer and choose a more modern path. We were particularly worried about testing with men – Testuj.to assured us that our concerns were unnecessary. The gentlemen sent us quality reviews and posted extensively on social media as well.“
„Fa shower gels are most often chosen by customers in brick-and-mortar stores. But without reviews, it's hard to convince new customers, which is why this campaign was so important. The results showed that even a traditional brand can appeal to a new generation.“
Zdroj: business.testuj.to
