The campaign was built on the influence and intervention of micro-influencers, women across the country. This campaign aimed to do a sampling of products across the country over a few months. The selected women applied in so-called "circles". One woman registered at least 10 of her friends and spread the product and the necessary information about it to her circle. The main tester "ambassador" picked up the products at one of the 8 pick up points of ŽENY s.r.o. and then handed them over personally. With a campaign built this way, we eliminated the amount of logistics to a minimum and the output was objective user reviews and high brand awareness through Word of Mouth.
The main tester "ambassador" not only received a package of two Vileda products to test, but she automatically entered the competition for the most active tester. The ambassador who invited the most friends and they subsequently posted reviews won one of ten valuable Vileda products. The main prize was a Vileda robotic vacuum cleaner worth CZK 6,000.
As part of the testing, a survey was also conducted that focused not only on testers' satisfaction with the microcloth and sponge, but also on whether and to what extent testers were willing to share their experience with these products. The results were used to estimate the reach of the whole campaign in terms of primary (testers - their friends, etc.) and secondary (friends - their friends, etc.) sharing. Summing the number of testers, primary shares and secondary shares resulted in a final number of contacts to the product corresponding to 924,150. The total number of contacts for both products, i.e. for the PUR sponge and the Actifibre microcloth was 1,848,300.