How testing kicked off Electrolux's launch of 7 vacuum cleaner models
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 for all 7 new stick vacuum cleaner models. This is in addition to an average rating of 4.7 and a 100% recommendation from all testers involved. With a bespoke campaign and products of the quality that these vacuums had, it's no wonder the testing was a success.
About the client
7
Testing
In total, we tested 7 types of stick vacuums for the client.
168
Registered applicants
Although it was a product testing with buy-back (not free), there were more than enough people interested in testing.
157
Reviewed by
5 pieces of 7 types of stick vacuum cleaners were tested. A total of 157 unique reviews were generated on five different portals.
5
Platforms
Each tester wrote 4 unique reviews for 4 different portals - Brand Testing Club, Heureka.cz, Datart.cz and Alza.cz + translations on Heureka.sk.
9,3
Average Net Promoter Score
All the testers involved would recommend the vacuum cleaner to their friends.
4,7
Average rating
The average rating for each vacuum cleaner ranged from 4.4 to 4.9 stars.
User Generated Content published on:
Who wants to be first?
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 Brand Testing Club needed to collect enough authentic reviews, mainly on Datart.cz and Alza.cz.
Our community will easily be "the first"
Although the products were not provided for free, but at a 50% discount, there were more than enough people interested in testing. 35 vacuum cleaners were tested and a total of 157 unique reviews were generated on five different portals (of which 35 reviews on Heureka.sk were translated from Czech), including Datart.cz and Alza.cz, which were particularly key 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. Electroluxhas verified that their development efforts meet customer expectations.
Campaign results communicated in detail and clarity
We submitted all the information in a clear report, including data related to social media promotion or the number of test registrants, 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 rated negatively. This information can be used in the development of further products.
Punc quality for all models
Another advantage that Electrolux gained in cooperation with us was our Testuj.to stamp. Our reviewers were extremely happy with the vacuum cleaners - 100% of them would recommend them further. As a testing company, we stand by their opinion and that's why we awarded all 7 models with the "Brand Testing Club Recommends" stamp. With this label, potential consumers can see that a particular model has been tested by independent testers and that the reviews for the product (and the product itself) are trustworthy.
Materials from our testers are worth their weight in gold
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 like 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.
Example of the created UGC:
Client's statement:
Reviews make it easier for customers to find their way around, narrowing down the choice and making it easier to decide. Thanks to the project with Testuj.to, we were able to get key information from customers and first impressions from using the product. We have verified that our development efforts meet customer expectations. We are planning further testing with Brand Testing Club in the coming year. We can recommend them with a clear conscience.
Jiří Kynych
Senior Trade Marketing Specialist CZ/SK
Brand Testing Club statement:
Our greatest joy is a satisfied client. Despite the cost of the campaign, we have positive feedback that Electrolux sees a huge added value in our testing, because it's not only about quality reviews on the most important e-commerce platforms, but also about UGC, stamps or detailed reporting after the campaign. The fact that we have testing scheduled for the whole of next year is a testament to client satisfaction. We are ready for the new challenges that our collaboration will bring!
Tomas Busek
Key Account Executive