Philips was planning to launch the One Blade First shave. They realized how important consumer reviews and recommendations were when making a purchase. But getting reviews to be available during the product launch was not easy for them.
The target group for this product is young men aged 14-17 who are just starting to shave. The client needed to reach them and get authentic reviews directly from them. However, he knew that the young men in this target group were inexperienced with shaving and at risk of not using the product correctly, which would skew the results of the testing. Equally, there was a risk of forgetting to submit feedback or not completing it accurately.
Since Brand Testing Club has a proven track record of selecting testers, testing and writing reviews, Philips decided to contact us and exceptionally test this product with us. While Philips has its own panel that ensures that products reach reviewers, teenagers aged 14-17 are a very specific target group. The time commitment of this campaign and the specificity of the target group were the main reasons they decided to contact us.
Our team at Brand Testing Club therefore planned a campaign with the client focused on two goals. It was important for the client to really get feedback on the product so that the launch could go smoothly and with the greatest success. Therefore, the main goal was to get authentic reviews for the Philips OneBlade First Shave. The second goal was to reach a target group that had not yet had contact with the client's brand and ensure that they actually deliver feedback.
The campaign, although a very narrowly focused product, attracted 301 applicants. These applicants completed 301 questionnaires, which gave the client a broader understanding of the target group of young male shavers aged 14-17. We selected the 15 most suitable testers for testing.
These testers tested both the Philips OneBlade First Shave and replacement razors. Both products were reviewed separately, which resulted in 15 testers posting 84 unique reviews on Czech Brand Testing Club (Testuj.to), Heureka.cz and Philips.cz. Reviewers were satisfied with the products, rating them with an average of 4.6 points, and 93% of testers would recommend them to their friends or acquaintances.
Thanks to the feedback of our young testers and their parents, the client now knows what strengths their target group values and what changes they would like to see in the future. This is valuable and useful information for the client.