::L’Oreal Garnier TikTok CASE STUDY::
Boosting product awareness and purchase intent for Garnier Pure Active 3-in-1 in South Africa.
Objective of the Garnier Campaign
L’Oreal is the world’s largest beauty company and an innovative leader in the space. When they needed to drive product awareness and consideration for their Garnier Pure Active 3-in-1 Clay Wash, Scrub, Mask product in South Africa, they turned to TikTok – home to a highly-engaged digital community ready to share its creativity at the touch of a fingertip.
Faced with a multitude of skincare options, and ultra-specialized products that make for a complicated skincare routine, the South African youth often have trouble choosing the right product for them and end up being discouraged by an overload of information.
Garnier wanted to position their Pure Active product as the simplest solution to reduce the appearance of spots, through their unique 3-in-1 formulation. To appeal to an audience bombarded with ads on a daily basis and with a resulting decreased attention span when it comes to traditional ads, they also needed to build brand trust through genuine connection, to be able to drive consideration and purchase intent for their brand and product.
Conscious of their challenge to cut through the loud clutter of communication in the skincare space, Garnier chose to activate TikTok’s biggest asset: its diverse and creative community.
All they needed to do was equip popular creators with their product and a cool sound and give them the creative leeway to showcase the way they use the product in the honest and unfiltered manner that is unique to the TikTok community.
Garnier designed a simple and catchy brand sound to bring their product to life. The product uses and key benefits were turned into a catchy beat: “Wash, Scrub, Mask! – No more skin drama!”
The sound brought Garnier Pure Active 3-in-1’s main selling points to life in a fun and attention-grabbing manner. The sound perfectly captured the simplicity of the product and resonated with an audience who needed this simplicity to solve the drama in their skincare routine.
Eleven popular South African creators used the sound and showcased the product in a series of personalized and creative TikToks showcasing their own morning routines, skincare routines, and skincare hacks, generating massive reach and genuine engagement with the community, with the product at the centre of the story.
The creators’ videos were then boosted as Spark Ads, along with branded in-feed ads for added product awareness and brand recall.
Leveraging the power of TikTok creators helped the brand achieve its initial objectives of awareness and consideration, increasing total product awareness for the Garnier Pure Active 3in1 range by 37%, and increasing its purchase intent by 40%.
The honesty in which creators showcased the product also had an extremely positive effect on brand trust, increasing it by 25%, and as a result, boosting the brand’s perception as a brand that understands its customers’ needs, is built for the youth, and takes care of people’s skin.
The audience found the content fun and enjoyable, further proving that handing creators the mic and allowing them to create content for our brands makes for more likeable, interesting and enjoyable content that encourages people to act.
Lift in Product Awareness
Lift in Brand Trust
Lift in Product Purchase intent
Ready to drive towards your marketing goal with TikTok?