Wilkinson Sword Intuition
Mumsnet partnership builds trust and drives Engagement for Wilkinson Sword Intuition with authentic reviews and
high-impact ads
“We wanted to connect with the Mumsnet community for authentic, firsthand reviews of our hair removal tools. Mumsnet offered the perfect platform to gather insight from mums of young teens, who are just starting their hair removal journey. It was a strong partnership, delivering valuable consumer insights and reinforcing Intuition as a trustworthy brand with high-quality tools.”
- Wilkinson Sword Intuition (2024)
Brief in brief
Place Intuition as a trusted and loved razor for parents and their tweens and teens who want to start their hair removal journey.
Opportunity
We know 87% of mums are likely to be led by their children's interest in hair removal when discussing this topic*, when teens are ready for their first razor, their Mums turn to our platform for advice on this key moment. Mumsnet is the perfect place to raise awareness and establish Intuition as the go-to brand for supporting parents through this delicate life stage with their children.
*Mumsnet Insights - Women’s Health & Hygiene, Sep 2024 (n=1,020)
Partnership overview
We recruited mums with kids that were new to shaving to test two Intuition razors and give their honest feedback. This was supplemented with display ads and reach takeovers that featured the Mumsnet Rated badge, proudly showcasing the ultimate seal of approval from mums.
Results
Product test and Mumsnet Rated: Wilkinson Sword Intuition received Mumsnet Rated badges for both razors with over 80% of our testers giving positive feedback. The win and use of the Mumsnet Rated badge increases brand trust, from it’s authentic testers. 69% of consumers saying they’re more likely to buy a product with a Rated badge.*
88% of testers would recommend the Intuition Complete razor
87% of testers would recommend the Intuition 2-in-1 razor
Reach takeover: 2 x one day takeovers of our highest traffic landing pages with the Mumsnet Rated badge and product test results on display
2-in-1 razor display - 1.9 million impressions (+210% on KPI), 0.07% CTR (+40% on KPI)
Complete razor display - 1.7 million impressions (+185% on KPI), 0.06% CTR (+20% on KPI)
Targeted talk display: Contextual display targeting within relevant conversations across Beauty & Skincare, Fashion & Style, and Health & Wellbeing.
900k impressions, 0.04% CTR (met KPI)
*Purchase Behaviour Survey June 2024 (n=1,014)
