We reached the majority of our target audience with a tag on after the Easy Wax spot on TV, directing them to the place where it all came together: 'Jorge’s World' on Facebook - an interactive contact point for waxing advice. Here, we introduced Jorge to our target audience as their waxing coach and let him answer any questions the users asked. Furthermore, we produced several 'how to wax' educational videos with Jorge for the Facebook page and started the 'Chica App', whereby users could create their picture with Jorge, ready to share with their friends. To increase the traffic for 'Jorge’s World' we placed in-text advertisements on similar websites, using words like 'legs' and 'beautiful'. Whenever a user moved over the links, a teaser-spot for the educational videos popped up and led them to the Facebook page. Additionally, QR codes on TV, iText pages and in information brochures at the Point of Sale that led to 'Jorge’s World'.

The campaign exceeded the set goals for our KPIs: a 457% increase of requests on Google and a 9% CTR for the in-text ads! Over one third of the users on Facebook spread the campaign virally by adding pictures of them and Jorge. Finally, a 65% conversion rate of the downloaded coupons speaks for itself as the campaign resulted in a 332% sales uplift after launching the educational videos. Most importantly: we sold out! Several times!