Garnier Vietnam

The Objective

Garnier is one of the biggest skincare brands of global personal care giant L’Oreal. To brighten up its customers' pandemic lockdown life (and their skin), Garnier Vietnam planned a big impact campaign to promote the launch of its new serum skincare product. With glowing graphic elements and a bright and happy soundtrack, Garnier's creatives were designed to spread a little sunshine in an otherwise gloomy year.

The Solution

Based on insights into culture and preferences, Garnier knew their target audience is greatly influenced by trusted Key Opinion Consumers (KOCs) and Key Opinion Leaders (KOLs). To make the most of this, Garnier created a full funnel strategy that leveraged content creators and TikTok's Branded Hashtag Challenge.

First, Garnier collaborated with Vietnamese celebrity and Gen-Z ambassador Amee, to create a signature music track and dance routine for the #GiGiGiGi Hashtag Challenge. The lyrics and moves promoted the message “everything has a way", emphasizing the importance of inner and outer confidence, and was accompanied by Garnier's use of a colorful Branded Effect. The Branded Effect featured fresh-looking lemons and elements to represent naturally brightened skin, along with leafy Garnier icons swirling happily around the screen, encouraging TikTok's passionate community of creators to bounce along to the tune. Users even matched their outfits with the brand colors of light green and lemon yellow.

By attracting Amee's loyal followers, Garnier aimed to drive higher conversions. But to further amplify this paid campaign, a full-screen, sound-on TopView ad was used to capture the eyes of users the moment they opened the app. Garnier also worked directly with five popular KOLs, known for their dance content, to keep momentum moving on the campaign. Next, 20 highly entertaining KOCs got involved and they played a critical role in the virality of the campaign and diversifying the #GiGiGiGi dance content.

The success of the campaign was due to Garnier's simple user journey design. When users first encountered #GiGiGiGi content, they were encouraged to click through to use the official music and Branded Effects for themselves via the Hashtag Challenge page. Garnier also offered popular prizes to entice participation, including a MacBook Air M1, 128GB iPhone 12, and three sets of Airpod Pros.

However, Garnier didn't stop there. To fulfill the purchase journey, Garnier leveraged TikTok's e-commerce potential during the 12.12 shopping festival by making use of ad formats that are impactful on traffic and sales, such as Pop-up showcase ad features. This retargeting strategy helped to drive more qualified traffic for higher sales generation. Reach and Frequency ads, which allowed Garnier to book campaigns in advance with predictable, optimized reach, and controlled frequency, were also used to retarget users after the campaign ended to drive additional conversions.

The Results

The #GiGiGiGi campaign saw over 282.3 million video views, 137,900 total video creators, and 201,600 video creations, all of which exceeded platform benchmarks. In total, the campaign attracted nearly 1 billion views after just four weeks, with minimal spending on the Hashtag Challenge and Branded Effects.

Importantly, following the campaign, Garnier saw a very positive sales impact with a 30% uplift in sales on e-commerce site Shopee. Garnier's serum, the promoted product throughout the campaign, even became the #1 serum on Shopee that month, achieving a new sales record for a Garnier mega campaign.

There were also positive results in the post-campaign Brand Lift Survey conducted, with a 6.6% lift in Brand Recommendation, and a 9.9% & 12% lift in Brand Association of "making skin brighter" and "contains natural ingredients" respectively.