Jorge the Hot Waxing Coach by Initiative for Veet

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Jorge the Hot Waxing Coach

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Industry Skin Care
Media Digital, Interactive & Mobile, Case study
Market Germany
Agency Initiative
Released May 2012

Awards

Cristal Awards 2012
Media Cristal LAUNCH CAMPAIGN EMERALD (BRONZE)

Credits & Description

Advertiser: RECKITT BENCKISER
Agency: INITIATIVE MEDIA
Category: Best Use of Integrated Media
Advertising campaign: JORGE THE HOT WAXING COACH
Chief Value Officer: Ellen Schmitt (Initiative Media )
Artist Manager: Jan Havermann (Sundance Communications )
Category Management Project: Claudia Pöhl (Reckitt Benckiser Deutschland )
Digital Communications Manager: Dana Duch (Reckitt Benckiser Deutschland )
Innovations Executive: Kathrin Heise (Initiative Media )
Artist Manager: Katrin Langenkemper (Red Seven Artist)
Media/Communications Manager Central Europe: Thorsten Müller (Reckitt Benckiser Deutschland )
Group Head Client Service: Tina Espelage (Initiative Media )
Group Head Digital: Anette Grieshaber (Initiative Media )
Unit Head Innovations: Jörn Illing (Initiative Media )
Innovations Executive: Lukas Brocks (Initiative Media )
Account Director: Marie-Jeanette Honrath (Sugar Ray)
Managing Director: Martin Kahl (Aussenborder.tv)
Artist Manager: Oliver Wirtz (Sundance Communications )

Execution
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'.

Effectiveness
• +332% sales increase after launching the educational campaign• + 457% increase of requests on Google• 9% CTR for the in-text ads• One third of the users spread the campaign virally• 5.980 clicks for the landing page after scanning the QR code• 3.901 coupon downloads (that is a 65% conversion rate for the QR codes!)

Strategy
After the launch of the new hot waxing system 'Easy Wax' in Germany Veet is facing the challenge of Germany being a 'shaving market' with 90% of women shaving their legs instead of waxing. Almost all women think waxing is too painful and are afraid of trying it at home. So what we needed was to find a well-known endorser who is credible and who has the expertise to coach German women on how the product works. The problem: female celebrities lack credibility because no one would believe any female celeb waxes her legs at home. The idea: We use a male celebrity with coaching competence which women are relying on and who knows how a woman’s leg has to look like: Jorge Gonzales, catwalk coach of the prime time TV show 'Germany’s Next Top Model by Heidi Klum'. Now we needed to get our target audience involved into Jorge’s coaching.