We used “try before you buy” method and let people trim themselves two weeks before Valentine’s Day. Men bought Braun Trimmers, which is a gift for themselves. They planted their trimmed beard to the soil afterward and prepared a very special gift for their lovers. So it became a double-gift for each one. In 2 weeks, flowers have bloomed and were ready to be given to their rightful owners on February 14.

A shaving event with celebrities has been organized which was published on different mediums. Special kits, including soil, flower seed, pot, shovel and Braun Trimmer 9 in 1, were released to the market for Valentine’s Day. We did not forget “do-it-yourself” lovers and created a page on Medium for them to grow their flowers.

Men liked the idea of giving something from themselves to their girlfriends. During the event day, the posts and shares were spilled all over into the social media timelines. Everybody had fun. Valentine’s Day sales increased 71% compared to the last year. Even the campaign is over, “do-it-yourself” lovers still spills all over the Medium page. We made 750.000 $ worth media impact with just 13.200 $ media budget. The last and the best, we transformed flowers from being the most cliche gift to the most romantic gift ever.