MEDIA STRATEGY.
an innovative real-time content paid media strategy to support Fructis unique selling proposition.
ROLE & DELIVERABLES:
Planning & Strategy
Creative Direction
Content & Influencer Strategy
Media Planning & Buying
OVERVIEW.
Increase sales among the young consumer segment.
Background: In a market still struggling with the effects of the recession and the challenges that come along with media measurements and targeting in the beauty category, Garnier was looking at innovative digital options focused on content that allow the brand to optimize its message across Puerto Rico and deliver specific product education with a retail twist.
Insights: Puerto Rico is a value market – where for over 10 years, the value brand which is always more affordable, is the standard purchase choice. Garnier is considered a premium brand on the island therefore the strategy had to include educating consumers about the significance of purchasing Garnier vs. value brands and how said investment benefits them. According to Weatherspark.com, the average person spends 75% more time outdoors during the summer months than other seasons. Any Puerto Rican woman who’s ever spent time styling their hair on a hot, humid, or rainy day can tell you firsthand that heat and humidity can ruin a hairstyle and/or healthy hair. And because 600K women are attached to Facebook every day and 94% consuming ads (Source: Facebook Insights) and content through their smartphones (70% online penetration) – Garnier knew it was the perfect channel to reach and remind them (frequency) to protect their hair from summer’s rebellious weather with its essential hair care products, Fructis.
Audience: Eager to reach women ages 18 – 34 in a social native mobile setting (82% online penetration), Garnier needed to inspire product trial and subsequently upturn tangible conversions for its hair care category.
Results: Following the success of the summer 2015 program, Garnier decided to continue the campaign in summer 2016. They enhanced the social content to be more lively and educational, tailored to different situations. Furthermore, Garnier has been implementing geo-targeted retail ads while exploring innovative technologies to revamp its consumer product division (CPD) and improve the overall consumer experience and product offerings. By incorporating real-time practical education and creating an evident Zero Moment of Truth path-to-purchase, Garnier Fructis successfully delivered on its haircare promise.
70% target coverage while exceeding the target click-through-rate average (YoY) of 0.7% with an outstanding 3.2% CTR.
Strategy: By leveraging mobile's GPS capabilities and real-time weather data from the accuweather.com API, we created weather triggers that dynamically adapt messages based on current conditions (rainy, cloudy, or sunny). We tailored three different messages, each highlighting a specific Garnier Fructis benefit to protect your hair in accordance with the forecast.
GeoTargeting: Garnier utilized Facebook's geo-targeting capabilities to segment the island into four areas based on online penetration and prioritize each environment. This approach effectively reached the core target audience, while the use of weather-triggers ensured that the brand delivered the most relevant ads to specific user segments.
GeoLocation: By leveraging mobile's GPS location targeting and real-time weather data from the accuweather.com API, we created weather triggers with three different messages tailored for rainy, cloudy, and sunny environments. Each message creatively reminds users to protect their hair by highlighting a specific Fructis benefit based on the weather forecast.
Weather Ads helped Garnier increase sales by 24% in the hair care category compared to summer efforts the previous year.
CONTENT STRATEGY.
CONTENT AND PAID ADS.
We utilized mobile's location targeting and real-time weather data to create weather-triggered content and paid ads. Our ads dynamically adapt based on the current weather conditions, providing users with timely and relevant messaging that aligns with their environment. This personalized approach enhances the effectiveness of our advertising campaigns.
EXPERIENCE AND JOURNEY.
EXPERIENCE JOURNEY.
Higher-performing content ads replaced underperforming ones in the campaign, resulting in increased click-through rates. The entire campaign was exclusively run on Facebook's mobile inventory, which historically attracts more receptive visitors. This mobile-first approach effectively strengthened Garnier's brand goals.
SUNNY
CLOUDY
RAINY
