About the client
Henkel is a global company with more than 145 years of tradition, bringing innovation and sustainable solutions to industry and the home. Its products, from high-end adhesives and sealants to well-known hair care, laundry and household brands, are used by millions of people around the world.
Henkel has been operating in the Czech Republic for over 30 years and employs approximately 160 people. Among its best-known brands on the Czech market are Persil, Silan, Schwarzkopf, Fa, Loctite and Ceresit, which are an integral part of many households.
Industry
Consumer goods
Company size
50 000+ employees
Countries of testing
Czechia
Slovakia
4
Testings
Henkel decided to test two new shower gels – Fa Passionfruit Feel Refreshed and Fa Spicy Bergamot – with the aim of appealing to a younger generation and engaging the male target group. The testing took place in the Czech Republic and Slovakia.
3756
Registered candidates
3,756 people signed up to test the new Fa shower gels, showing that even everyday products can generate a lot of interest. The largest number of applications came from women in the Czech Republic (1,612) and Slovakia (656). 990 men from the Czech Republic and 498 from Slovakia applied.
500
Selected testers
From the applicants, 500 testers were selected to represent different target groups. Specifically, there were 100 men from the Czech Republic, 80 men from Slovakia, 200 women from the Czech Republic and 120 women from Slovakia. This distribution gave the client a varied and balanced feedback.
96%
of testers delivered a review
The testers clearly liked the products, as 96% of them wrote a review, giving us total of 478 reviews. And we are very happy that our testers can really be counted on and willingly share their experiences.
91 %
Product recommendation
Most testers would have no hesitation in recommending both products to their neighborhood. Fa Spicy Bergamot earned 89% of recommendations from men, while Fa Passionfruit Feel Refreshed reached 93% of recommendations from women.
4,7
Average rating
Fa Spicy Bergamot shower gel received an average rating of 4.6, while Fa Passionfruit Feel Refreshed received an even higher 4.8. Both figures confirm that the products really did suit the testers.
226
Posts on social media
Testers created more than 200 posts and stories on Instagram. These posts reached a wide audience. Testers ranged from regular users to micro-influencers with tens of thousands of followers. As a result, Fa's products became known to many potential customers.
2 stamps
User Generated Content published on:
478
reviews
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226
posts
New generation, new approach
The Fa brand has long relied on loyal customers who know its products from brick-and-mortar stores, but this time Henkel wanted to reach an audience looking for inspiration and recommendations on digital platforms. The aim was to get closer to the younger generation that spends most of its time on social media, to get authentic reviews that will boost customer confidence on review platforms like Heureka Group, to engage men as a new target group that has not been strongly represented in Fa's campaigns so far.
Testing took place in the Czech Republic and Slovakia, which allowed the brand to get feedback from different markets and adapt the communication to the needs of local customers.
How did we approach the campaign?
The campaign built on authenticity and digital reach. The testing involved a wide range of users - from microinfluencers with a few hundred followers to creators with over 28,000 followers. This strategic selection ensured that Fa's products appealed to both mainstream consumers and a wide audience on social media.
We gave testers the freedom to present the products in their own way. The result was over 200 Instagram posts that combined detailed reviews, photos and videos. Thanks to the diverse audience these testers reached, we were able to raise awareness of the new products and show that Fa has a place in the everyday lives of both women and men.
What were the results?
The campaign has delivered great results, showing that the right strategy can reach new audiences and bring confidence in new products. Fa Spicy Bergamot shower gel earned an average rating of 4.6 stars and 89% recommendation from testers, while Fa Passionfruit Feel Refreshed excelled with a rating of 4.8 stars and 93% recommendation.
Engaging the male target group, who strongly supported the campaign with their contributions and reviews, was a key point of success. Here, social networks functioned not only as a platform for sharing experiences, but also as a tool for building trust and spreading brand awareness. This authentic approach to reviews showed that Fa was able to reach different customer groups and gain their trust.
Verified and stamped!
The Fa shower gels were excellent. With a rating of 4.8 and 4.6 stars and a high percentage of recommendations from testers, they proved that they can impress even demanding users. Great job and congratulations on the "Brand Testing Club Recommends" stamp!
Sample of the created UGC:
Fa Spicy Bergamot
- pleasant aroma
- vegan and natural composition
- shower gel 2in1 - body and hair in one bottle
- modern bottle design
- low purchase price of both products
- deodorant does not stain clothes
- shorter lasting deodorant scent
What I appreciate above all about Fa products is their vegan and natural ingredients. The exotic scent of the products is very pleasant, fresh. Compared to the deodorants I used before, it does not leave stains on clothes. As a negative I consider the short duration of the scent of the deodorant, which, however, is proportional to the price of the product. In the case of the shower gel, I appreciate the 2in1 "function", i.e. the combination of body and hair shower gel in one bottle.
Štěpán H.
Fa Passionfruit Feel Refreshed
- Scent, persistence of aroma on the skin
- I personally don't have a problem with it, but it may be a bit too scented for some people.
The shower gel with the scent of passion fruit and coconut water smells beautifully sweet and distinctive, foams nicely and the packaging is large, I can feel it on my skin after washing. The solid and spray deodorant both last all day smelling lovely and not mildewy, which is great! Too much of the solid deodorant makes such white bits on the t-shirt.
Viktorie H.
Client's statement:
Sára Laštovková
Junior Digital Manager
Brand Testing Club statement:
Customers most often choose Fa shower gels in brick-and-mortar stores, where personal experience or recommendations play a key role. But without reviews, it's hard to convince new customers, which is why this campaign was so important. When the client came up with a clear idea and specific requirements for the target group - including the involvement of male testers - we knew we were in for an interesting challenge. Thanks to the careful selection of testers and their authentic feedback, the campaign was a great success. The results showed that even a traditional brand can reach a new generation of customers.
Kristýna Sekaninová
Sales Account Executive
