2022 | Finalist | Best Use of Influencer Marketing
Advertiser: L'Oreal (Consumer Product Division) Brand: Garnier Men Creative Agency: PUBLICS Credits: Ravi Singh - Wavemaker Malaysia, Head of Client Services Sheley Lim - Wavemaker Malaysia, General Manager Eldon Dcruz - Wavemaker Malaysia, Head of Strategy Adriel Boudville - Wavemaker Malaysia, Senior Media Planner Darren Lim - Wavemaker Malaysia, Senior Media Planner Soveena Yoga - Wavemaker Malaysia, Media Planner Xuting Wong - Wavemaker Malaysia, Media Planner Harsani Silva - Wavemaker Malaysia, Media Planner
Objective & Challenge
Men are creatures of habit. To get them to break a habit is tough but the rewards were huge. Garnier decided the opportunity to grow lay in challenging men and evolving their grooming habits, starting with their face. Challenge: The ‘wash your face with soap and water’ because ‘don’t know don’t care’ mantra was embedded deeply in the psyche of men and rather than fight it, we tried to circumvent it by riding on a powerful emerging behaviour of ‘gaming’. How do we connect Grooming to Gaming was the big challenge we overcome successfully.
Insight & Strategy
Garnier Men had a big quest and that was to groom new facial cleansing habits for men using Garnier Men products. As we dive deeper into the skincare market that is extensively dominated by females all over the world, we found that more than 60% of men have yet to adapt any facial cleanser in their skincare regime and less than 1% of men are using other items besides the cleanser. In fact, recent statistics had shown that 6 out of 10 Malaysian Men are indeed still using just soap and water to wash their faces. Our goal is to educate men on the importance of washing their faces with a cleanser and it’s benefits for the skin, as opposed to using just soap and water. But men are built differently and conventional grooming logic that women understand, men don’t. Garnier to grow penetration had to marry Grooming logic into the lifestyle of men. The starting point was passion/interest, our main target of Gen Z men loves gaming with 81% of them who played video games at least once per week and more than 30% watched a gaming streaming in the last month itself. Approach : Capture the attention of men and start grooming as a habit by integrating grooming into the gaming universe. Garnier Men partnered with Facebook Gaming and 11 well-known creators in Malaysia’s Gaming community who livestream regularly. We chose the creators with different personalities – from the animated to the more professional because we wanted to capture a wide range of audiences. Each creator appeared on Facebook Live to talk about their experience using Garnier Men skincare products (and hair too to complete the whole beauty regime). As such, we tapped into the promising growth of the gaming audience and partnered with Facebook Gaming creators to repackaged livestreams as branded content ads, where product usage and grooming occasions were seeded in to build brand relevance.
Garnier Men then partnered with 11 well-known creators in Malaysia’s Facebook Gaming community who livestream regularly. We chose the creators with different personalities – from the animated to the more professional as we wanted to capture a wide range of audiences. The commonality between all the creators were their ability to engage with their audiences, which is a vital trait to attract people to listen about the product. Each personality appeared on Facebook Live to talk about their experience using Garnier Men skincare products. Following the livestream, we repurposed the videos as branded content ads targeted to men ages 1835, with an interest in online games and travel. The campaign ran on Facebook and Instagram for four consecutive weeks (July 6 – August 23), Many initiatives were taken in the two stages of executing the campaign: the priming stage and the active stage. Our initiatives were broken into two stages, Priming and Active. Priming · We ran the R&F Campaign. Livestream teasing that builds Reach and drives audience to watch, via Social Posting Paid Partnership with streamers. Active · The Live Stream. Educate on the importance of face wash via live story or experience sharing, to enhance testimonials. · VOD (Video on Demand) Content. Following the livestream, Garnier repurposed the videos as branded content ads to continue driving trial and conversion. · Social Posting & Streaming Engagements. Creators shares review and product testimony in between games. They talked about how washing the face with a cleanser is cleaner and more effective & With a cleaner face, they would have a better game face on. · Participation. Creators were to include InStream Banners to link with Garnier Men cleanser contest to drive purchase on ecommerce. Creators then integrate mentions during the livestream.
The pilot partnership with Facebook Gaming and its gaming creators has made it into the Facebook Business case for best use of branded content due to its outstanding brand lift performance: · 3.5 million reached against our target audience · +11.4 point ad recall among men between the ages 35 and 44 · 2.2 point increase in consideration among men between the ages of 25 to 34 ages of 25 and 34 · On top of it, a huge spike to our Market Share results was seen all throughout the campaign period, which contributed to the overall growth of >6% share in 2020, showing the behavioral shift in getting men to start washing their face using Garnier cleansers.