Veet is one of the trusted and oldest brands regarding hair removal creams. Enriched with natural extracts, Veet launched Veet pure new, which claims to be more gentle for every skin, leaving it smoother and fresher. Veet Pure has no ammonia and is enriched with natural cucumber, aloe vera, and grape seed oil extracts that make skin soothing, soft, and fresh.
Veet wanted to create awareness and consideration for its new Veet pure by generating organic chatter at scale. They wanted to build brand advocacy by highlighting the USPs like no awful smell, perfect for sensitive skin, no ammonia added, and a painless hair removal experience.
“Veet wanted to create buzz and organic chatter around the launch of new Veet Pure and build brand RTBs at scale.”
To help the brand achieve its objective, we identified communities where conversations around skin care, beauty, hair removal, etc., were happening the most and selected the most relevant 400+ communities around Parenting, Women, and Beauty & Lifestyle with over 15 Million+ decision-making women.
To drive the campaign, we analyzed the existing conversations in the above communities to understand consumers' choices on hair removal creams, pain points, and experiences with creams. We found that -
With members discussing natural and odour-free ways for hair depletion, we focused on creating conversations around the natural ingredients used in Veet Pure, the good fragrance and the pleasant experience that it gives while highlighting the various use cases for Veet Pure.
Aligning the brand objective and consumer insights, we planned a four-phase campaign to create organic chatter around Veet Pure's benefits. To achieve this, we launched a Share of Voice program across all four phases led by brand evangelists.
The brand evangelists were the community members using the product and wanted to share their experiences further and build organic conversations for Veet Pure. We collaborated with 400 brand evangelists across 400+ communities for each phase.
In the first phase, we focused on introducing Veet Pure new and creating conversations about usage experiences by highlighting various personal use cases. We introduced personal use cases like using Veet in case of an emergency travel/function, carrying Veet Pure while travelling or going on vacation, using it for bikini areas, for young girls, etc. All of the conversations were initiated by brand evangelists, and members actively started commenting on it with their thoughts, questions, and experiences. The brand evangelists ensured to close the conversation loop by sharing their positive personal experiences and encouraging members to try the product and share their experiences.
In the second phase, we focused on positioning Veet pure usage to get festive-ready and build consideration for the brand during festive season. The admins from different regions shared their festive looks and how they used Veet Pure to get festive-ready. Admins all across India shared different festive looks, such as from Northern region, they shared the Karwa Chauth and Diwali look; from the South, they shared Dussehra look, etc. The admins tagged members and encouraged them to share their festive looks creating further excitement and participation and sharing their experience with Veet pure. Members with the best festive looks were given gift hampers from the brand.
In the third and fourth phases, we focused on positioning Veet pure with a painless and smooth experience and also busting common myths around hair removal creams. To achieve this, brand evangelists and members focused on sharing experiences while highlighting the key USPs like fragrance, quick and painless free method, natural ingredients, etc. We also hosted an expert-led session to answer members' concerns and myths regarding hair depilation creams.
As members shared their personal experiences with the product, it led to an influx of conversations regarding the brand, hair depilation creams, usage experiences of Veet and more.
Videos of Usage
Expert Live Sessions
The brand overachieved its targets and received high engagement and participation from community members. Members actively shared their experiences and associated the brand with painless, for sensitive skin women, good smelling cream and safe.
Community members actively engaged in conversations, participated in the campaign, and shared their usage experiences, leading to a huge number of brand mentions and UGCs.
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