Case study

#FirstTimeWithVeet

veet.co.in

Veet is World’s No. 1 depilatory brand that’s all about ‘removing hair your way’.

Veet believes that we are all different and the way we look after our bodies should always be our personal choice. Veet makes it easy to stay in control with a range of superior hair-removal solutions to suit different skin types, styles and moods.

With a brand preferred so strongly for hair removal, we were so excited to launch this campaign to impact POME for them in communities & take it to the next level of word-of-mouth 🗣 advocacy.

Veet’s Objectives

Conversations on Hair removal solutions for daughters 👧 have been growing in line with growth in category conversations and had started to account for 9-10% of overall Hair Removal Conversations.

Armed with this insight the Brand wanted to impact POME for brand and connect with a younger audience to aggressively drive and own the conversations around teenage depilation. The brand’s challenge was to not only reach relevant TG but to also suggest the benefits of using Veet Hair removal cream for a safe yet great experience.

Further, they wanted to associate their brand around a narrative of a “quick (5 minutes) ⏱️️ solution” to get rid of unwanted body hair and an “easy and painless” way to achieve that by highlighting their USPs of dermatologically tested and enriched with soothing ingredients for long lasting ‘smooth skin’.

Our Approach

We started with understanding conversation insights on sensitive area depilation & homed in on:

(a) Dermatologically tested – patch test for first time usage
(b) Identified underarms as the strongest use case – easy to use and painless way of hair removal
(c) Solution for all skin types – variant for sensitive skin

The goal 🎯 of campaign was to focus on creating conversations around the benefits of Veet Hair removal cream for first time depilation and then showcase the efficacy of Veet hair removal cream with usage-based testimonials/reviews.

To achieve this, we selected the most relevant 107 Communities around Parenting, Beauty, Women & lifestyle with over 6M Members that had a huge affinity for hair depilation.

We also conducted a Pre & post Survey across these communities to validate campaign performance.

Campaign Structure

107

Communities

Members

107

Communities

Members

Our Strategy

This campaign was divided into 2 phases that was run across 2 months 📅 – the first phase being an expert LIVE session with leading Beauty 💄 bloggers and dermatologists talking about teenage depilation – arresting myths around skin types and talking about usage of Hair removal creams in sensitive areas like underarms. The second phase highlighted the benefits of Veet Hair removal cream for a safe yet great experience, and prompted members 👥 to share their experiences and thoughts/ concerns and recommendations they would give for teenage depilation.

This was done by Community Admins sharing their own personal experiences with photographs and encouraging members to start participating with their own stories via User Generated Content (UGCs) thus giving the brand the most compelling stories.

With every phase, we strengthened the association of benefits with the brand, while continuously educating members on the benefits of using Veet Hair removal creams over other hair removal methods to further build trust around the brand.

While the theme of the content was consistent across all the communities, the testimonials 👍 of members brought their own unique experiences of how their daughters / younger sisters have started their journey of hair depilation with Veet.

Solution types

Static Posts

Carousel Images

Videos of usage

Survey

Expert Live Sessions

The Big, Beautiful Highlights

The Campaign succeeded 🎉 in increasing hair depilation category conversations from 19.7K to 42.7K p.m, an increase of almost 2X!

As Brand mentions & UGCs poured in, we saw that purchase intent conversations increased significantly during the campaign, 5X increase Vs base period - with a total of 2259 mentions linked to purchase (1/4th of total comments received). This meant that we were able to establish strong bottom funnel decision making and thus impacting POME for the brand.

We received a lot of brand love throughout with a significant jump 📈 in the positive sentiment – 74% an increase of +20% over pre-campaign where it was only 53%.

We backed up our findings with an impact survey in these communities measuring the impact of the campaign through a pre and post survey and the results from 1300+ respondents were superb.

We established that usage of Hair removal cream in the core segment of below 20 years have moved up from 21% (pre-survey) to 55% (post-survey). Further, Veet brand usage (amongst at-home depilation respondents) has increased 📈 from 66% to 75% and preference for Veet Hair removal cream for underarm depilation increased from 50% to 82.5% - Veet effectively becoming the most preferred Hair removal brand in these communities.

This helped to effectively establish the case for meaningful word-of-mouth 🗣 campaigns driving penetration (POME) for the brand and brand Veet thus owning the narrative on teenage depilation.

Top Performing Communities 🥇

Power of woman's 💃🏻💃🏻

Private group · 17.7K members

Jhatpat Beauty and Health tips

Private group · 12.7K members

Belle Tales

Private group · 47.2K members

Real People Real Conversations 💬

Members shared their positive results of using Veet creams for their teenage daughters while highlighting key benefits of the cream.

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