Sarah Papamichalis is a Digital Innovation Lead at BG Personal Care who focuses on male grooming products. She presents on turning "F.A.I.L." into "First Attempt In Learning" by using a digital accelerator and experiments to successfully launch the OneBlade product. Three types of digital experiments were conducted to determine the best messaging, conversion strategies, and meeting customer expectations. The experiments helped improve the messaging, value propositions, and landing page, resulting in conversion rates up to 8.5%. Real-world beta testing further validated customer expectations were being met. The key lesson is that failures provide an opportunity to learn as long as lessons are gleaned from the experience.

1. June 2017
Digital Innovation: turning
F.A.I.L. into First Attempt In Learning

2. Inspiration for the
title of this
presentation –
came from a
facebook post

4. Who am I?
Sarah Papamichalis
Digital Innovation Lead || Male Grooming

5. Personal Care: Male Grooming || 3 sub-categories
Shaving Grooming OneBlade

6. Yes .. We live our products any way we can … ;)

7. ... What is failure?

8. Failure …
is the state or condition of not meeting a
desirable or intended objective, and may
be viewed as the opposite of
…success.

9. Traditional Innovation

10. Develop
technology /
product
Create
Marketing
Position
Create Sales
Plan
Bring to
Market

11. In Male Grooming… tools have improved a lot, but
they have not fundamentally changed much over the
years

12. Turning F.A.I.L. into First Attempt In Learning
Case Study – OneBlade Launch

13. Meet Ryan
18-35 year old male
Trims, edges and shaves

17. Hmm.. time to pause..
What do we do now?

18. OneBlade digital accelerator set up to answer 3
key questions about our target group:
1) How to attract and engage with them ?
2) How to bring to life the magic of OneBlade?
3) How to set the right expectation on performance?

19. Our MVP was the
go-2-market strategy,
not the product itself

20. 3 types of digital experiments:
Right messaging direction to bring product to market
Experiment One: Which one
TRIGGERS Ryan best?
Facebook trigger ads –
Experiment Two: Which one
CONVERTS Ryan to purchase best?
Landing page with a purchase funnel
Experiment Three: Which one meets
Ryan’s EXPECTATIONS best?
In-use testing
Fastest on
long hairs
Blade
made for
beards
For
Mascaping
and shaving
No
clogging,
no pulling
This is not
a shaver
Potential Shimmer Messages
✔✔
✔ ✔✔ ✔
✔✔ ✔
uCTR rates of
2.5%+ on un-
optimized
content
Conversion
rates of up to
8.5% on
Incredible results –
90%+ men would be
“very disappointed” to
not able to use it
Blade
made for
beards
For
Manscaping
and shaving
This is not
a shaver

21. Product name experiment
Facebook Ads
(driving traffic to the page developed for the next experiment)
f

22. Value proposition experiments

23. Conversion experiment “get yours for $29.99”
http://dev.eim.digital/projects/sander/Landingpages/Project%20one/localCopy/index.html

24. We recruited them into a “beta test” – to find out
realistically and 1:1, what will guys actually think of
the product?

25. Results?

26. BG Personal Care

27. this is
OneBlade

28. Lesson to learn: It’s only a failure, if …
we fail to learn from it…