Weleda's new night cream proved successful abroad, but lacked the domestic feedback to support a local promotional campaign. And because the results of the foreign studies were not relevant, Weleda let our testers try the cream. They were delighted with the results - 97% of people would recommend the cream to their family and friends, and they appreciated the little details, such as the fragrance, which the company mixes itself. Weleda used the content from the 29 reviews in a newsletter and social media campaign. In short, a product launch as it should be!
Reviews posted on:
29
reviews
29
reviews
29
reviews
A sample of reviews:
Firming Night Cream
The cream has a soft texture, is light and absorbed well. My skin is beautifully soft, fresh, tightened and I would say it looks more rested. Unfortunately, it hasn't smoothed out my wrinkles any extra, but they are probably a few percent better. And a big bonus at the end - it smells aaaaaamazing. I look forward to my ritual with this cream every night. So for me, I'm very satisfied and will definitely check out other products from this line!
Renata
Community tester
Firming Night Cream
The firming night cream with pomegranate and peptides arrived for my testing literally at the eleventh hour. My skin was already screaming for care and I couldn't decide which one to get. After a month of use, I can't assess the reduction in wrinkles, but my skin is beautifully nourished and I would say firmer and sort of more relaxed.
Tereza
Community tester
Where to find authentic content for a local campaign quickly?
Weleda has developed a new night cream with pomegranate and maca-peptides. It has undergone clinical trials abroad and quickly proved its worth. However, when entering the Czech market, Weleda encountered a lack of content - Czech men and women were not yet familiar with the cream and the brand was hesitant about what to communicate in the local campaign. So it decided to rely on quality reviews first. Time for testing!
With reviews you get social proof and content for marketing
Our testers wrote 29 of them for Weleda and did not spare any praise - 97% of them would recommend the product to their family and friends, appreciating the scent, the composition and the new glass packaging. The texts were accompanied by great photos. Weleda verified that the product would hold up and gained valuable insight on which to build an emailing campaign and social media promotion. The success of the whole project is evidenced by the high NPS of 9.1.
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Natural cosmetics for health and vitality, tailored to the needs of each individual - this is the philosophy behind Weleda natural cosmetics.
Client's statement:
We are satisfied. We got NPS 9.1. We have reviews, social media materials, verified quality of our product and good feeling of nice cooperation. Thanks to Brand Testing Club, we even reached a wider market segment through their newsletter. It went to over 33,000 email inboxes.
We also confirmed that consumers don't mind the new glass packaging instead of the aluminium tube. They even described it as more luxurious. The collaboration gave us a lot of new market information.
Tomáš Horych
Digital marketing manager
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Brand Testing Club statement:
We are really pleased that the client appreciated the power of our newsletter, which we have been building for several years. What I would add is to highlight the scent of the product, which for selected testers has taken the product up several levels. Luxurious packaging and a wonderful scent are qualities that the client can 100% stand behind after testing. And we are very happy that we were the ones who helped the client reach these conclusions.
Pavlína Žabková
Head of Project & Customer Success Management
