Success Cases
Hansaplast wins product testers and subscribers in chat
For the Aqua Protect launch, Hansaplast wins product testers in chat and increases newsletter sign-ups in a GDPR-compliant way.
Goals: Launch a product from within the brand
Hansaplast launched the first wound plaster with a gauze pad in Hamburg in 1922, making self-treatment of minor wounds possible in the first place. Today the Beiersdorf brand leads the German wound care market with a portfolio of more than 200 products: plasters, wound sprays, ointments, bandages, tapes, hydrocolloid and scar plasters.
That breadth is the actual reason advice is needed. Launching the Aqua Protect plaster is not just about it being waterproof. It is about the right size from strip to 4XL, about when a waterproof plaster is the right choice at all, and about the recommendation to change it daily for hygiene reasons.
For the launch, Hansaplast wanted to achieve two things at once: find genuine product testers who would try the plaster in everyday life and give feedback, and win new newsletter subscribers in a GDPR-compliant way.
Results: One playful dialog, two goals
On the LoyJoy platform, Hansaplast built a playful chat dialog that combines both goals in one flow. Prospects learn what Aqua Protect is made for, apply as product testers and subscribe to the newsletter in the same conversation, with documented consent.
The outcome: a significant increase in newsletter subscriptions alongside greater awareness of the new Aqua Protect plasters.
The mechanism is a deliberate choice. Applying as a product tester is a far more attractive exchange for an email address than a plain newsletter form. And because application and opt-in happen in the same dialog, the process does not break between two pages.
The marketing team built the dialog itself, without coding. For a launch timed to a retail window, that is precisely what determines the start date.