Launched in 2003, Garnier, a leading haircare brand owned by L’Oreal, suspected its core consumer was growing up and growing out. 18-34 year olds represented only 16% of their user base in 2011, a decrease from 24% in 2005. To reach this audience, Garnier knew they needed to develop a program that would engage and connect with consumers on an intimate level. As such, the core objective was to demonstrate the brand and their products in a meaningful way versus traditional “grab and go” sampling activations, and create authentic brand and product moments.
CAMPAIGN SUMMARY: #GARNIERMUSIC
Garnier created a deep, year-long, and multi-faceted brand experience by harnessing the power of a core Millennial passion: music. To do this, we created #GarnierMusic- a 360-degree program centered on an experiential music festival activation providing hair washing, styling, and custom content via a massive on-site salon, as well as free product via showering stations for hundreds of thousands of consumers. The program spanned into each and every touchpoint of our Millennial’s life across social, content, retail, and media through influencer alignment, sponsorship support with VHI, Fuse, and MTV, in-store sweepstakes integration, and partnerships with credible Millennial brands like TribeTats and Alex & Ani. The experience needed to ensure customers could touch, feel, smell, and quite literally, experience the products first hand when they needed it most.
In the end, the #GarnierMusic program outperformed brand expectations and was a popular destination at all festivals it visited, being named “not to miss” by numerous notable blogs and publications.
The experience focused on providing Millennials with the things they want most during festival season: music and style. The Garnier Music program travelled to top music festivals including Bonnaroo, Firefly, Big Barrel, Coachella and iheartradio.
At the heart of the program was something all festival fans crave: a cool hair wash and a hot new style. The Garnier Salon, a custom built, 40′ x 40′, fully enclosed Salon provided attendees with on-site hair washing, styling, and color consultations from professional stylists, phone charging stations, festival survival kits, and photo activations/social integration as an outlet for social expression.
For the hundreds of thousands of attendees using the festival shower stations, an equally sought-after commodity was provided: free shampoo and conditioner samples, flanked by product-rich self-style stations.
A customized digital queue system was used to track demand of attendees, alert them of upcoming wash and styling appointments, and deliver customized product recommendations to those in line. The system also allowed for the capture of valuable consumer data including product preferences to further drive trial and purchase post experience.
As a direct result of the program, Garnier saw a 41% lift in sales and a 2.4% gain in category share to compliment the over 205,000 samples distributed, 875,000 attendees, and 121M impressions.
Garnier broke all-time brand records during the program, generating the most sweepstakes entries of any previous brand program (over 72,000) and skyrocketing past social engagement rates by 226% against previous benchmarks. In result received gold and silver awards at the Reggie, PRO, EX and MITX awards.
Most importantly, the brand saw extremely strong brand health metrics increase amongst their core target audience: 83% intended to purchase and 68% purchased products in the months immediately following the activation; 79% were likely to recommend to a friend; and 96% found the brand appealing, saying the Garnier brand is “fun, trendy, and reliable”.