Garnier is a brand filled with warmth. It takes a fresh, radiant and natural approach towards beauty, with the goal of allowing its innovative products to be accessible to all.
Garnier’s goal is to allow its innovative products to be accessible to all and to win over the skin whitening segment. However, the skin care landscape is influenced by local brands and these brands are all over the traditional media and digital space. For the year’s biggest festive seasons, Ramadan and Hari Raya, the challenge was to build the relevance for Garnier Skin and Garnier Men whitening line while competing with the local skin care brands.
The custom of the Muslims during Hari Raya is to wear new clothes and look good to see their friends and visit relatives. We leveraged the emotional benefit of Garnier products to target youngsters and to educate consumers on a skincare regime to prepare for Hari Raya.
We generated buzz by hosting the #GarnierRayaPickUpLine contest across the Garnier Skin and Garnier Men social media platforms where the audience submitted their own Hari Raya-related pick up lines. We also leveraged on the power of influencers by engaging KOLs to highlight the product relevance and to create a #GarnierRayaPickUpLines social experiment video based on the top 5 pick up lines.
The Always On social content during Ramadan touched on skincare preparation for Raya (cleansing, enhancing natural beauty)) and then for Hari Raya it transitioned to content that encouraged our community to show off their Raya-ready looks.
The campaign proved to be a great success with 2.3 million total reach and over 205k of engagements for Garnier Skin, and 1.2 million of total reach (excluding Twitter data) and over 132k of engagements for Garnier Men.
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