Driving sales through product repositioning

Challenge

With the launch of a new range of smart Blood Pressure Monitors (BPM), Braun needed to change the perception of the use of BPMs and appeal to a younger, health-conscious audience.​

Background

The challenge required Braun to change attitudes within a market that perceives BPMs as a device used by healthcare professionals or those with existing heart problems.​

Solution

We designed a new Braun BPM website to support this product repositioning. An overhaul of content saw the creation of video content and supporting tools. Focusing on lifestyle factors that can affect your heart health, as well as the benefits of staying informed and in control of blood pressure.​

This was combined with a more upbeat tone of voice and engaging, premium lifestyle 'look and feel'; a complete redesign of the site architecture and UX delivered a brilliant, slick and mobile-responsive experience.​

Results

39.1% Uplift YoY uplift in sales following the launch of the campaign.​

"Your work on 'Inside is what matters' campaign as well as on the refreshed assets brought confidence and excitement to the team that really paid off. Without you, we would not have been able to turn around the BPM category." - Eugenia Schutz, Brand Manager, Braun​.