Rock your style! Find out how this brand deepened engagement with millennials through music and fashion! [Fridays: Gorillas of Guerrilla Marketing]
What do you do when your brand’s core customer base is “growing up and growing out?”
For one hair and skin care company, its response boils down to this strategy:
“Engage, Sustain, Rinse, Repeat.”
Oh… a fresh take on the famous “Lather, Rinse, Repeat” tagline!
The company we’re referring to is…
Garnier!
Garnier is a mass market brand of the French cosmetics company L’Oréal. It produces various hair care and skin care products such as:
- Fructis
- Whole Blends
- Pure Active
- Nutrisse
- Olia
- SkinActive
Since 2003, Garnier has been a favorite brand among millennials. However, due to the emergence of other competitors such as MadisonReed, HairPrint, eSalon, and others, what was once a solid customer base became divided.
To keep its valuable purchaser and influencer groups loyal, Garnier enlisted the services of digital marketing company, AMP Agency, to boost engagement with millennial consumers.
The solution?
The “Garnier Music” Campaign in 2018!
―a three-day innovative product experience at 5 of the hottest music festivals in the US: Bonnaroo, Coachella, Big Barrel, Firefly, and iHeartRadio.
The campaign provided attendees with direct on-site product sampling that included free hair-washing, styling, and many more!
Garnier Music Salon
Give your hair the best treatment it deserves!
Over the course of the music festivals, the brand’s custom-built Music Salon provided on-site hair washes, color consultations, and other services provided by professional hair stylists.
The salon accommodated 80 to 90 concert-goers at a time and to manage crowds that queued outside the venue, the campaign team developed a digital system that let consumers register through Garnier’s website so they won’t have to wait in line.
They could do other activities and when it’s their turn to be pampered in the Music Salon, they just have to present a screenshot as proof that they registered through the website and that they’re next in line.
Thanks to the digital system, attendees had a seamless and hassle-free experience… and a brand new “Rock Your Style” look!
Shower Sampling
Due to the nature of camping-based music festival weekends, the campaign team knew that on-site showers are in “hot demand.”
To address this demand, Garnier set up showers at each of the 5 festivals and provided consumers with hair care products upon entry and exit.
This allowed every person who showered to experience Garnier’s products firsthand and freshen up just in time to watch their favorite performers!
Self-Style Stations
Always on the go? Not a problem, Garnier also prepared something for all the active movers!
For concert-goers who were rushing to witness their favorite music acts, the brand set up self-style stations that enabled them to quickly retouch using the brand’s best-selling products.
Because of this, Garnier still benefited from engagement across the festivals no matter how busy attendees were!
VIP Artist and Influencer Sampling
Let’s not throw celebrities and influencers out of the mix!
To further appeal to its target market, Garnier partnered with notable artists like ToveLo, Phoebe Ryan, Tori Kelly, etc. and styled their looks for their performances.
Not only that. Selected attendees were also given VIP access to interact with these famous personalities inside the Garnier Music Salon!
The brand also teamed up with beauty and style influencers like Jenni Im to encourage reviews and engage followers.
Bloggers and vloggers visited the Garnier Music Salon to chat with fans, get their hair styled, and create content for their online fan bases.
Was Garnier’s “Garnier Music” Campaign Effective?
According to AMP Agency’s case study, the campaign was one of Garnier’s most successful activations.
Results of the campaign:
- Over the course of Garnier Music, the brand garnered over 121 million social media impressions
- More than 205,000 Garnier product samples were distributed to festival-goers
- According to AMP Agency’s report, consumers’ intent to purchase Garnier products rose to 83% during the first quarter of 2019
- The campaign contributed to a 41% lift in sales six months after it was launched
Aside from that, the “Garnier Music” campaign was also embraced by fans as “one of the most popular destinations” at the music festivals it visited in 2018.
Part of creating an immersive campaign for your brand is diving into your target market’s mindset.
Just like what Garnier did, it studied millennials’ prevailing interests such as music, fashion, the quest for style, and self-expression.
The result?
A campaign that focused on the intersection of fashion and music in large-scale festivals while also showcasing the effectiveness of Garnier’s products!
Ready to “strike a chord of creativity?”
Demonstrate your brand’s value, credibility, and relevance through brand activations that appeal to your target market’s interest!
Who knows? Your next fun and creative campaign may help bridge the gap between your brand and consumers.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s Gorillas of Guerrilla!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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