Raww

Building lasting brand advocacy with 1,027 trial-led reviews

We took 500 women on a 30-day beauty challenge with superfood-infused brand, Raww – facilitating authentic trial and education to a new set of consumers that generated over 1,020 product reviews on the Raww website.

1,020+
Product reviews on the Raww website

520+
Social posts

86%
Intent to purchase

The Challenge:

Superfood-infused beauty brand, Raww, wanted to stand out in market as a genuinely good brand that is Australian-made and certified cruelty-free. They wanted a way to radiate positivity in the real results of real people trying their products and to amplify that message to a mass audience of consumers looking to feel good in their beauty purchasing decisions.

Our Strategy:

Social Soup targeted consumers who care deeply about supporting local and took them on a 30 Day Beauty Challenge with Raww in order to generate proof-led advocacy. A mix of micro influencers and targeted nano samplers redeemed Raww products through the brand’s e-comm site and were challenged to trial them for 30 days. The nano samplers created authentic testimonials through a “before and after” photo challenge and drove high engagement and conversations through a Facebook group, moderated by Raww. At the end of their journey, nanos completed a survey to gain insights and feedback for the brand.

Raww case study

“Love the packaging with the pump! Easy to use, buildable coverage, skin like satin finish, little goes a long way. Actually reminds me of a similar big brand CC cream. Colour matched well, even though I matched online. Would purchase again!”

Souper Emily

The Results:

The Raww 30 Day Challenge was a record-breaking success, exceeding all campaign KPI’s and achieving 517+ online redemptions in just 2 days! Creators and samplers shared 529 photos and videos for Raww on social media, igniting positive brand conversations through a highly-engaging trial experience that resulted in an 86% purchase intent of completely new consumers to Raww and an increased brand NPS score of +99 points. Awareness goals were achieved at 460% of the reach KPI, with nanos generating 1,027 reviews to the Raww website, 440% of our KPI’d goal.

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