Launching their product 'Easy Wax' in Germany for the first time, Veet was facing the challenge of approximately 90% of German women being afraid of the pain when thinking of waxing their legs and are sceptical when it comes to waxing products. But the (international) TVC we had to run did not address these insecurities for the German market. So in order to reduce our target audience's fear it was crucial to 'teach' them every single aspect of a 'hot waxing at home' session. The core of our campaign: produce and spread entertaining educational videos online in order to enrich the TVC via tag on and combine everything with QR-code-led coupons on TV-itext and at the POS.

Our stated goal for the product launch was to increase sales by more than 100%. To achieve this we needed a fitting and credible testimonial to educate our target audience and get them involved with the new product right after they saw the TVC: a tag on invited the target audience to the educational videos on Facebook. Additionally, we chose key words like 'legs', 'beautiful' and 'skin' on affine websites and placed intext-ads. Whenever a user went over the link, a teaser video popped up and led to the educational videos on Facebook. We even brought the videos and mobile coupons to the POS by using QR codes in informational brochures and TV-itext ads.

The launch campaign was a huge success as all channels worked extremely well together. The combination of TV and online for the educational part and a mobile and POS / code-sampling promotion was the right choice: after launching the educational videos, we achieved a 65% conversion rate of downloaded coupons, a 457% increase of requests on Google, a 9% CTR for the in-text ads and one third of the users helped the campaign go viral on Facebook by posting pictures of them and Jorge. All this helped our KPI to outperform our goal and sales went up by 332%! Furthermore, we achieved a high ROI – by selling out. Several times.

The campaigns power lay in the enrichment of the existing TVC by driving curiosity with all the mentioned above actions… with a little twist: we decided not to use a female testimonial as they lack credibility since no one would believe a female celeb would wax her legs at home. Instead, we used a male celebrity with a coaching competence women are relying on and who knows how a woman’s leg has to look: Jorge Gonzales, catwalk coach of the prime time TV show 'Germany’s Next Top Model'. Is it too daring to use a male celebrity who is incredibly sympathetic and likes to wear female dresses for a reliable product? Of course not! It’s the perfect fit!