Task: Braun is a part of the portfolio of the global company Procter & Gamble. The main focus of the brand is the production and distribution of high quality products for female and male beauty.

Braun has trusted Digital Marketing Group for the summer campaign in 2018. Since it was the first digital campaign of the brand in Bulgaria, the aim was to increase the top-of-mind recognition and reach a maximum number of unique users. As a secondary result, the campaign aimed to increase sales of particular epilation products in the brand’s distribution sales network.

Braun is a brand distinguished by the high quality of their products. Unfortunately, in the pre-campaign period, the brand did not have active online campaigns, and the main activities were concentrated in BTL locations at the point of sale. At the same time, the brand had a serious competitor who had been active with ATL campaigns on TV, online and offline.

This led to the development of the very first campaign with precision in terms of targeting and to explore and use key incentives that would enhance the interest of the respective micro-audiences in Braun’s products. When we planned the campaigns, our team made a detailed study of the behaviour and opinions of women in different age groups. Based on this, we have found that individual generations have different brand perceptions as well as different attitudes towards epilation.

This gave us reasons to divide our audience into several major target groups based on their interests, attitudes, expectations and desires for this exact group of products. After that, individual creatives were developed for each of the target groups in order to meet their needs as well as media targeting based on consumer habits.

In the media campaign, we included the ad networks of:

• Facebook Ads
• Instagram Ads
• Google Display and Video 360 (programmatic advertising)

Separate creative concepts have been developed for each audience based on the advertising platform in which the creatives would have been launched.

For example on Facebook we bet on storytelling – designed in canvas form. We were telling the stories of women in three key aged categories, thus positioning the brand’s products too. The goal was to make the target groups to connect emotionally with the different stories and respond to their needs and expectations.

The programmatic campaign was launched based on over 40 different audiences, which were monitored on a daily basis. There, we chose to broadcast a 30 second video ad and 6 second bumpers on leading websites, as well as a YouTube ad.

Braun’s summer campaign managed to reach over 1 million women in Bulgaria. The actual ad views were nearly 6 million, and clicks on partner sites over 30,000. Facebook stories have been received very well by consumers and have drawn interest in the functionality of the products.