GARNIER ARABIA

Garnier boosted awareness around a new hair care product in Saudi Arabia by 2.4X after adding branded content ads from influencers to its Instagram and Facebook campaigns.

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THE STORY
Great hair for all

Garnier has specialised in products for healthy-looking hair and skin since 1904. Part of L’Oréal since the 1970s, and a leading brand in its own right, Garnier has a goal is to make beauty accessible to everyone.

2.4X

increase in brand awareness for branded content ads, compared to global brand assets alone

20%

increase in message association with branded content ads plus global assets, compared to business-as-usual ads

2X

increase in ad recall amongst Gen Z with branded content ads plus global assets, compared to global brand assets alone

1.3-point

higher lift in purchase intent for branded content ads alone, compared to global brand assets alone

Leveraging the takeaways of our first branded content campaign last year, we nailed the basics for Hair Food – native and snackable influencer-shot content with the right amount of branding. As we continue to test and learn, we see the power of branded content when it comes to driving brand awareness and purchase intention. The campaign resulted in strong offline and online uplifts in sales, as well as increased awareness and engagement with our newest target addition, Gen Z.
RACHA ASSI, DIGITAL MANAGER FOR CONSUMER PRODUCT DIVISION, L’ORÉAL MIDDLE EAST
THE GOAL
Raising brand awareness

Garnier Arabia wanted to create awareness and excitement around the launch of Garnier Hair Food 3-in-1 in Saudi Arabia.

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THE SOLUTION

Branded Content ads starring influencers

For the launch of its Garnier Hair Food 3-in-1 product in Saudi Arabia, Garnier decided to assess the impact of influencers in Branded Content ads. When influencers post on Instagram, these posts can be shared by the brand with an influencer’s permission in the form of Branded Content ads. Branded Content ads are a great way for a brand to reach a larger audience.

Garnier worked with four female influencers in Saudi Arabia to produce square and vertical video ads. The creative paired top Gen Z influencers as “Hair Food Besties” to educate consumers on product usage, ingredients and the benefits for each hair type.

Garnier worked closely with its agency UM to ensure a successful campaign launch. To assess the effectiveness of branded content ads, they used a multi-cell brand lift study to measure the ads’ impact on ad recall, awareness, message association and purchase intent. The brand lift study allowed them to evaluate three different strategies:

  • running brand assets alone from the brand’s handle
  • running brand assets from the brand’s handle and Branded Content ads from influencers’ handles
  • running Branded Content ads from influencers’ handles alone

The study ran from July 29–Sept. 13, 2021, and showed the significant impact of Branded Content ads, with a higher lift among members of Generation Z (18- to 24-year-olds) across the board. The campaign achieved:

  • 2.4X increase in brand awareness for Branded Content ads, compared to global brand assets alone
  • 20% increase in message association with Branded Content ads plus global assets, compared to business-as-usual ads
  • 2X increase in ad recall amongst Gen Z with Branded Content ads plus global assets, compared to global brand assets alone
  • 1.3-point higher lift in purchase intent for Branded Content ads alone, compared to global brand assets alone
Create Ad
In the dynamic “influencer-branded” content debate, it was imperative for Garnier and UM to understand the right recipe of content that catered to our audience at each step of the consumer journey. The multi-cell study’s positive findings for the second time in a row reaffirmed the need to use influencer content coupled with branded content to get the best return on investment out of each campaign.
RADHIKA NAYAK, MEDIA MANAGER FOR CONSUMER PRODUCT DIVISION, UM
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