Garnier Express Aclara

The Objective

Fighting Imperfections with Garnier Express Aclara

For the launch campaign of Garnier, the challenge was to generate awareness around their product Express Aclara SkinActive Anti-Imperfections. The campaign needed to address the issue of acne, highlighting the visible and fast benefits of using this innovative product.

Since it was a launch campaign, the main objectives were to efficiently reach a broad audience and achieve high recall of the message regarding the product’s attributes, such as its ability to fight imperfections and improve skin appearance. The strategy included the use of different media and platforms to maximize impact and ensure that the message reached key consumers, TikTok was the ideal to partner with.

The Solution

Increasing Brand Recognition on TikTok

Given the relevance of skincare content and the growing interest among TikTok audiences, the brand identified the need to carry out a brand recognition campaign on the platform in collaboration with content creators. The main objective was to generate awareness about the Express Aclara line and the 21-day challenge among young skincare enthusiasts aged 18 and over, who are interested in beauty tips and facial products.

One of the primary goals was to leverage TikTok’s extensive reach. Therefore, they selected high-impact and engaging solutions such as Top View, In-feed Videos, and Spark ads.

The brand was interested in innovating in measurement, which led TikTok to propose including a Cross-Media Study as part of the strategy. This study would allow them to measure the platform’s efficiency in building brand recognition for the Express Aclara line compared to other channels used in the campaign. This made them the first to conduct a Cross-Media Study in Mexico in collaboration with TikTok and Kantar.

The Results

Amplifying the Reach of Garnier Express Aclara

The campaign on TikTok delivered excellent results, achieving an incremental reach of 19% that would not have been obtained otherwise, making TikTok the most important digital player in the campaign. They reached 62% of the target audience on TikTok, surpassing Kantar’s benchmark of 47.9%.

Key Achievements:

• TikTok became the second most important channel in the campaign and the top digital channel.

• 19% incremental reach thanks to TikTok, outperforming other platforms and Programmatic.

• ROI of 1.24X on TikTok.

Source: Marketing Science Mexico | Study: Kantar Cross Media