Campaign for Henkel: successful product launch that revitalized the FA brand
Henkel has decided to launch two new Fa shower gels - Passionfruit Feel Refreshed for women and Spicy Bergamot for men. But this product launch was not just about introducing new products. Henkel wanted to take a step towards the younger generation and reach out to the male audience as well. The key to success was to combine traditional brand values with modern marketing channels such as social media and to engage testers who would provide authentic feedback.
About the client
Henkel has been operating in the Czech Republic for over 30 years and employs approximately 160 people. Among its best-known brands on the Czech market are Persil, Silan, Schwarzkopf, Fa, Loctite and Ceresit, which are an integral part of many households.
Industries
Industry and consumer goods
Company size
50 000+ employees
Country of testing
Czech Republic
Slovakia
4
Testing challenges
Henkel has decided to test two new shower gels - Fa Passionfruit Feel Refreshed and Fa Spicy Bergamot - with the aim of getting closer to the younger generation and engaging with the male target group. Testing took place in the Czech Republic and Slovakia.
3756
Registered applicants
3,756 people took part in the testing of the new Fa shower gels, showing that even everyday products can arouse great interest. The largest number of applications came from women in the Czech Republic(1,612) and Slovakia(656). 990 men from the Czech Republic and 498 from Slovakia applied.
500
Selected Testers
From the applicants, 500 testers were selected to represent different target groups. Specifically, there were 100 men from the Czech Republic, 80 men from Slovakia, 200 women from the Czech Republic and 120 women from Slovakia. This distribution gave the client a varied and balanced feedback.
96%
Return rate of reviews
The testers clearly liked the products, as 96% of them wrote a review, giving us 478 ratings. And we are very happy that our testers can really be counted on and willingly share their experiences.
91 %
Product recommendations
Most testers would have no hesitation in recommending both products to their neighborhood. Fa Spicy Bergamot earned 89% of recommendations from men, while Fa Passionfruit Feel Refreshed reached 93% of recommendations from women.
4,7
Average rating
Fa Spicy Bergamot shower gel received an average rating of 4.6, while Fa Passionfruit Feel Refreshed received an even higher 4.8. Both figures confirm that the products really did suit the testers.
226
Posts on Instagram
Testers created more than 200 posts and stories on Instagram. These posts reached a wide audience, from regular users to micro-influencers with tens of thousands of followers. As a result, Fa's products became known to many potential customers.
User Generated Content published on:
New generation, new approach
The Fa brand has long relied on loyal customers who know its products from brick-and-mortar stores, but this time Henkel wanted to reach an audience looking for inspiration and recommendations on digital platforms. The aim was toget closer to the younger generation that spends most of its time on social media, toget authentic reviews that will boost customer confidence on review platforms like Heureka, to engage men as a new target group that has not been strongly represented in Fa's campaigns so far.
Testing took place in the Czech Republic and Slovakia, which allowed the brand to get feedback from different markets and adapt its communication to the needs of local customers.
How did we approach the testing?
The campaign built on authenticity and digital reach. The testing involved a wide range of users - from microinfluencers with a few hundred followers to creators with a reach of over 28,000 followers. This strategic selection ensured that Fa's products appealed to both mainstream consumers and a wide audience on social media.
We gave the testers the freedom to present the products in their own way. The result was over 200 Instagram posts that combined detailed reviews, photos and videos. Thanks to the diverse audience these testers reached, we were able to raise awareness of the new products and show that Fa has a place in the everyday lives of both women and men.
What were the results?
The campaign has delivered great results, showing that the right strategy can reach new audiences and bring confidence in new products. Fa Spicy Bergamot Shower Gel earned an average rating of 4.6 stars and 89% recommendation from testers, while Fa Passionfruit Feel Refreshed excelled with a 4.8 star rating and 93% recommendation.
The involvement of the male target group, who strongly supported the campaign with their contributions and reviews, was a key point of success. Social networks here functioned not only as a platform for sharing experiences, but also as a tool for building trust and spreading brand awareness. This authentic approach to reviews showed that Fa was able to reach different customer groups and gain their trust.
Verified and stamped!
The Fa shower gels were excellent. With a rating of 4.8 and 4.6 stars and a high percentage of recommendations from testers, they proved that they can impress even demanding users. Great job and congratulations on the " Brand Testing Club Recommends" stamp!
Example of the created UGC:
Client's statement:
We wanted to bring Fa to a younger consumer and also take a slightly more modern route than Fa products used to. We're pleased that people were interested in testing. We were particularly worried about testing with men to see if they would go for it. Brand Testing Club has reassured us that our fears are unnecessary. And indeed they were. Men sent us good reviews and posted extensively on social media.
Sara Laštovková
Junior Digital Manager
Brand Testing Club statement:
Customers most often choose Fa shower gels in brick-and-mortar stores, where personal experience or recommendations play a key role. But without reviews, it's hard to convince new customers, which is why this campaign was so important. When the client came with a clear idea and specific requirements for the target group - including the involvement of male testers - we knew we were in for an interesting challenge. Thanks to the careful selection of testers and their authentic feedback, the campaign was a great success. The results showed that even a traditional brand can reach a new generation of customers.
Kristýna Sekaninová
Sales Account Executive