Electrolux is a well-known manufacturer of quality and reliable appliances, but its new vacuum cleaners have faced a problem - getting organic reviews for new products is very difficult. People don't want to be the first, but thanks to a carefully designed campaign with Brand Testing Club, Electrolux got enough authentic reviews across 5 platforms (4 Czech and 1 Slovak) for all 7 new stick vacuum cleaner models. On top of that, an average rating of 4.7 and a 100% recommendation from all testers involved. With a tailored campaign and with products of the quality that these vacuums have, the success of the testing is no wonder.
Writing the first review is the hardest part. That's also why people avoid writing reviews. They don't want to be the first one because they feel uncomfortable that their review will be the one that will be out there for everyone to see. It's like having an empty dance floor. Who's going to dance first? Who's going to break it? Even Electrolux has struggled with this problem with their 7 new models. That's why they needed to collect enough authentic reviews from Brand Testing Club, especially for Datart.cz and Alza.cz.
Although the products were not provided to testers for free, but at a 50% discount, there were more than enough people interested in testing. 35 pcs of vacuum cleaners were tested and a total of 157 unique reviews were created on five different portals (of which 35 reviews on Heureka.sk were translated from Czech), including Datart.cz and Alza.cz, which were crucial for Electrolux. The reviews focused in detail on functionality, pros and cons and even went into detail about individual experiences with the vacuum cleaner. Electrolux vacuums received an average rating of 4.7 stars, and all 7 models were recommended by 100% of the testers involved. Electrolux has verified that their development efforts meet customer expectations.
We submitted all the information in a clear report, including data related to social media promotion or the number of applicants for testing, average rating and average NPS of each model. We analyzed all written reviews in detail and from the results of this analysis we compiled the 5 aspects that testers liked the most and also the 5 aspects that testers evaluated negatively. This information can be used in the development of further products.
The average consumer is more likely to believe what they see in an amateur photo of another consumer than what is in a perfectly shot commercial. Similarly, our testers have no reason to lie, edit a video, edit a photo or anything like that. They show the vacuum cleaner results as they are. No guessing if two carpets were not photographed or if the video is intricately edited. Everything in the photos and videos from our testers is real and true. This makes UGC an authentic marketing tool. People are more likely to buy a vacuum cleaner that someone similar to them has used and that worked great in a real kitchen instead of a lab. These materials produced by our testers are invaluable to Electrolux.
Comparison from one of our testers, where one photo shows the carpet before vacuuming and the other after vacuuming with an Electrolux vacuum cleaner: