From TV-led campaigns to a European pilot in performance marketing, Braun proved FMCG grooming could drive both reach and conversion.
Key Results
Approved Pilot
For EU roll-out
-45%
CPC reduction
5M+
Views
One of my flagship achievements at Dentsu was leading Braun’s transition from a TV-heavy model to a performance-driven ecosystem. Over three years I designed and executed a European pilot across Italy and Spain that blended guaranteed reach with first-party data capture, Amazon integration, and influencer activation at scale. I secured stakeholder buy-in for a bold pivot away from traditional broadcast models, while managing the complexities of multi-partner execution across Braun.com, Amazon, programmatic media, and long-tail influencer partnerships. The success of the pilot not only generated millions of organic views and hundreds of millions of interactions, but also proved that performance media could work for FMCG grooming without sacrificing reach — leading to adoption across additional EU markets and becoming a blueprint for P&G’s future planning.
So What?
Braun’s transition mattered because it showed that even in FMCG grooming — a category long anchored in TV visibility — performance marketing could drive both reach and measurable outcomes. For P&G, it became proof that digital-first planning models could coexist with mass awareness, opening the door for data capture, e-commerce growth, and influencer-driven engagement in markets that had resisted change.
For me, this was a defining project in learning how to take a hesitant brand team through a transformation journey: reframing risk as opportunity, balancing “guaranteed reach” with “performance enrichment,” and stitching together platforms as diverse as Braun.com, Amazon, programmatic, and long-tail creators. More than the millions of views or interactions, it proved that I could secure buy-in across skeptical stakeholders, build a repeatable model, and deliver a shift in planning logic that outlasted the pilot — eventually shaping how Braun approached media across Europe.