CZ

L‘ORÉAL Česká republika s.r.o.

Garnier fructis

The Issue

The Garnier product range does not strike the customers as reliable, effective and of high quality.

Brief

Main Message

The Garnier product range does not strike the customers as reliable, effective and of high quality.

Goal of the Campaign

To change the customers ´perception of the brand.

Concept

L‘Oreal will distribute 1000 packets with unmarked trial range of Garnier products among the customers in the Czech Republic and Slovakia.
They will then have the chance to try the product out without a bias and to share their experience on the web www.zachranmojevlasy.cz (.sk).

Engaged Youtubers:

Petra Lovelyhair, Shopaholic Nicol, Týnuš Třešničková, Makyna016, Stylewithme, Patty IMAGE

Teasing

Campaign Communication

In order to ensure the most efficient campaign communication and sufficient number of consumers interested in using the trial packages, L‘Oreal decided to use prominent Czech and Slovak influencers in the field of beauty & fashion.

Campaign start

The campaign was launched by the two time blogger of the year Petra Vančurová, who unpacked the packaged in a video on her Youtube channel, tested the product, and directed her viewers to the micropage of the campaign where they could ask for their own trial package.

The most important KPI (1000 applications for the trial package) was achieved in 50 minutes after Petra´s video was made public.

Reveal

Revealing Garnier Products

Having sent the mysterious packages and obtained sufficient number of customers´ reactions, we revealed the mysterious product from the trial package in the video introducing the influencers who took part in the campaign.

The revelation was accompanied by the launch of modified micropage, now with Garnier branding, product introduction and the opinions of well-known influencers.

The advertising video using influencers had significantly higher user engagement than the standard commercials adapted from TV.

Results

 

15 730

persons applied for the trial packages

 

243 258

total social networks reach

 

223 600

total views of the videos

KPI‘s

 

1000

applications for the trial packages

 

200 000

total social networks reach

 

150 000

views of videos on Youtube

We have achieved 1500% KPIs

100% +1400%

Testimonial

Influencers videos

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