Garnier Pure Active 3-in-1
Garnier captured the attention of its consumers and saw a 40% uplift in product awareness and a strong increase in purchase intent.
Bookmark Awards Finalist 2022, Social Media Campaign, Online Video, Influencer Marketing and Social Media Innovation.
Challenge
L’Oreal is the world’s largest beauty company and an innovative leader in the space. When they needed to drive product awareness and consideration for their Garnier Pure Active 3-in-1 Face Wash product in South Africa, they turned to TikTok – home to a highly-engaged digital community ready to share its creativity at the touch of a fingertip.
Garnier wanted to position their Pure Active product as the simplest solution to reduce the appearance of spots, through their unique 3-in-1 formulation.
Solution
Conscious of their challenge to cut-through the loud clutter of communication in the skin care space, Garnier chose to activate TikTok's biggest asset: its diverse and creative community.
To bring the product to life, Garnier partnered with 11 TikTok creators who each showcased the three uses of the Pure Active 3-in-1 in a genuine and personal way.
To further boost the content, in-feed ads were leveraged to create mass reach and awareness, and to engage with Garnier’s audience.
Results
Garnier campaign cut through the clutter and had good branding and creative performance. Leveraging the power of TikTok creators helped the brand achieve its initial objectives of awareness and consideration, increasing total product awareness for the Garnier Pure Active 3in1 range by 37%, and increasing its purchase intent by 40%, according to the brand lift study.
The honesty in which creators showcased the product also had an extremely positive effect on brand trust, increasing it by +25%, and as a result, boosting the brand's perception as a brand who understands its customers' needs, is built for the youth, and takes care of people's skin.
The audience found the content fun and enjoyable, around 2 in 5 have purchased the brand in the 3 months aftetr the campaign. Furthermore, the campaign has also contributed to great lift in awareness of Garnier Pure Active 3-in-1 and led to increase in all KPIs further proving that handing creators the mic and allowing them to create content for our brands makes for more likeable, interesting and enjoyable content that encourages people to act.
Users said the Garnier understands their needs, taking care of my skin, and sharing good vibes was important to them.
25%
Lift in Brand Trust
18%
Lift in Product Awareness
40%
Lift in Purchase Intent