Goals and objectives
A.Vogel, a brand specializing in traditional herbal self-care products made from pure, undiluted plants, is often mistakenly associated with homeopathy—a perception that undermines its credibility. Facing skepticism about the effectiveness of natural remedies and growing competition from lower-priced private labels, A.Vogel and its media agency, Initiative, tasked Brandstudio at DPG Media with a campaign to:
- Increase awareness of A.Vogel’s local gardens, where its ingredients are organically grown.
- Improve the perception of the effectiveness of A.Vogel’s natural self-care products by showcasing real user experiences.
- Drive higher purchase intent among the target audience.
Surprising Insights
The depth and honesty of the conversations among participants—who were complete strangers—surpassed expectations. Whether it was the tranquil setting or the shared life experiences, a genuine sense of connection emerged. This atmosphere led to powerful testimonials and emotionally resonant quotes that enriched the campaign content and enhanced its impact.