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.
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.
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.
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!