Deepening engagement among millennials through the power of music and style.
We knew the most effective way to reach our audience would be by creating a campaign that would get Garnier products directly into the hands of consumers and demonstrate their value in a credible and relatable way. However, research showed that hair care products are most often tested at home – away from the reach of immersive brand interactions. Overcoming this obstacle would require us to speed up the typical trial timeline by devising new ways for consumers to test Garnier’s new products directly on-site.
To identify the most viable opportunities for immersive brand engagement, we took a deep dive into the millennial mindset, rigorously studying their motivations and interests. Not surprisingly, music and fashion emerged as prevailing passions, supported by a quest for style, self-expression, and individuality as central priorities. Armed with this knowledge, we set our sights squarely on the quintessential intersection of fashion and music in contemporary millennial culture: large-scale music festivals.The disconnect between the hottest new music and styles on display and the often primitive campsite facilities at these festivals created a gap which Garnier could fill.
We built credibility and relevance with our audience by partnering with notable artists like ToveLo and Phoebe Ryan to style their looks for their festival performances, while also giving select consumers VIP access throughout the weekend.
We further leveraged artist relationships with ToveLo, Tori Kelly, and Phoebe Ryan by aligning with audience-relevant media outlets like MTV, VH1, and Fuse to capture and seed on-site content and interviews.
Before, during, and after each festival weekend, we partnered Garnier with beauty and style influencers like @imjennim and @happilygrey to seed product, encourage reviews, and engage followers. Bloggers and vloggers visited the on-site Garnier Salon to chat with fans, get their hair styled, and capture content for their online fan bases.
We helped Garnier establish unique pre-event partnerships with Walgreens to drive trial and purchase at retail. Our unique POS displays and aisle end-caps promoted online sweepstakes that would send grand prize winners on a VIP trip to one of the festivals, while providing free product gift bags to thousands of winners. These giveaways also included coupons to drive purchase at retail.
Across and beyond the entire campaign footprint, we helped Garnier support a multi-year free recycling program with TerraCycle that offered opportunities for attendees to recycle their hair care sample packets safely on-site. Recycled packets that were upcycled by TerraCycle were transformed into new products such as benches, backpacks and totes. To further drive home the partnership, we placed upcycled benches made from previous Garnier products near Garnier Salons for attendee seating while they waited for their hair wash and style appointments.
Our #GarnierMusic program outperformed all expectations, proving to be one of the brand’s most successful activations to date. It was embraced by fans as the most popular destination at each of the festivals it visited, and cited as a “not-to-miss” destination by numerous blogs and publications.
The program also helped expand the brand’s presence beyond on-site festivals, arming consumers across the nation with not only product, but added-value content and access to the festival experience from afar.
Intent to Purchase
Lift in Sales
Favorable Brand Experience