Garnier México

How does a beauty brand communicate product benefits to Mexican youth?

Challenge

Reach a new, young audience and engage them in one-to-one conversations on Twitter.

Solution

Used Promoted Accounts to grow followers and a Promoted Trend to achieve maximum awareness. Used Promoted Tweets to share original content and connect with new audiences.

Results

  • 13.5K new followers from Promoted Account campaign

  • 68.3K interactions during the campaign

  • 53.6K #YoSudoCuando mentions

Tweet

Garnier (@garniermx) is one of the main beauty brands in Mexico. As part of the L’Oréal Group – one of the world’s leading beauty companies – Garnier combines innovative technology and natural ingredients in a wide range of skin and hair products.

The challenge

The brand wanted to reach a new audience on Twitter with the launch of the brand’s official account @garniermx and develop a multi-channel campaign around the benefits of its Bi-o Protection5 product.

The solution

@garnermx used Promoted Accounts to establish and spread the word about its presence on Twitter. To reach the right users, the Promoted Account was targeted by @usernames related to relevant sports teams, singers and celebrities.

To amplify its message, organize conversations and achieve massive reach, @garniermx launched a Promoted Trend with the hashtag #YoSudoCuando (#ISweatWhen). It supported the trend with  Promoted Tweets targeted by interests like fashion, beauty and technology featuring original content. The content described real-life situations users could relate to like the end of a big soccer match, and encouraged them to share their own experiences.

@garniermx monitored the user-generated stories that included the #YoSudoCuando hashtag and identified common experiences shared by users to create a video.

 

“For the #YoSudoCuando campaign, we used Twitter as core platform to generate engagement with the brand and awareness of our new product Bi-o Protection5. We created an organic conversation with our target audience, since we used a fun and day-to-day tone to communicate with the user. In addition, we gained valuable insights. It was a clear example of how to leverage social networks to address our consumers in a creative and original way.”

Gregory RecoingDirector of Marketing, Garnier Mexico

 

The results

@garniermx drove significant awareness of the official account of the brand thanks to the reach and participation of users in the #YoSudoCuando campaign.

The brand gained 13.5K new followers from the Promoted Account and 1,793 new followers from the Promoted Tweets and Promoted Trend campaign. There were 68.3K interactions throughout the campaign and a total of 53.6K mentions of #YoSudoCuando.

The Promoted Trend had a 2.59% of participation and many Promoted Tweets achieved engagement rates that were higher than the average for the country.

3 keys to success

  1. Own the conversation.

    @garniermx sparked conversation with a fun, inclusive and relevant hashtag that maximized engagement as a Promoted Trend.

  2. Use creativity and humor.

    Connect with consumers by humanizing your brand on Twitter. The @garniermx campaign focused on a common experience we all share – sweating – and used humor to capture attention.

  3. Connect with your audience through their interests.

    @garniermx targeted Promoted Tweets to people interested in beauty, health and wellness to make sure its message reached a receptive audience. This helped @garniermx gain new followers and increase brand awareness among relevant users.