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Garnier Fructis gets top bloggers to take the '#HappyHairChallenge'

Executed by FoxyMoron, the online campaign engaged with the core target audience in an interactive way to create brand awareness and credibility

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Garnier Fructis gets top bloggers to take the '#HappyHairChallenge'

Garnier Fructis gets top bloggers to take the '#HappyHairChallenge'

Executed by FoxyMoron, the online campaign engaged with the core target audience in an interactive way to create brand awareness and credibility

Shanta Saikia | Delhi | May 26, 2015

Happy-Hair-Care-Challenge

Garnier Fructis recently reached out to bloggers, asking them to take the Happy Hair Challenge to experience the Garnier FructisTriple Nutrition Shampoo and Conditioner. The online campaign, executed by digital marketing agency FoxyMoron, took place between February 2015 and April 2015.

As part of the campaign, the FoxyMoron team contacted over 400 bloggers and invited them to join the activity. A 30-day #HappyHairChallenge was given to the bloggers to try and test the Garnier Fructis Triple Nutrition Shampoo and Conditioner. The challenge was for 30 days but the activity took place for two months as bloggers joined in on different dates. Bloggers were asked to conduct a self review in the format of an article and filling the evaluation sheet to document the difference they saw seen in their hair post using the product for over a period of 15 days and 30 days.

According to a note issued, this campaign helped Garnier Fructis convert online influencers in the digital space into Fructis Triple Nutrition fans, while also reaching out to the thousands of readers who follow these bloggers. At the end of the challenge, 94 per cent of the bloggers said that they would recommend the Garnier Fructis Triple Nutrition range to their friends and family. 87 per cent of the bloggers also said that they would purchase the Garnier Fructis Triple Nutrition range.

Rupika Raman, General Manager, Garnier, L'Oreal India, said, “This blogger outreach activity allowed bloggers to experience firsthand the Garnier Fructis Triple Nutrition Shampoo and Conditioner, which was also voted as product of the year 2015 in the hair care category. Our objective was to reach out to our core target audience and build brand awareness and credibility in a way that is informative as well as engaging. Through this campaign, we found a way to engage with our audience in an interactive and appealing way through social media platforms.”

Suveer Bajaj Suveer Bajaj

Suveer Bajaj, Co-founder & Director - Media Operations, FoxyMoron, added here, “Consumers are apprehensive about what brands have to say anymore, they want to hear a recommendation from existing consumers and hence, bloggers play a key role in a product's credibility. Bloggers are the important public influencers and hence we thought the best way to build credibility for our products is to get their honest opinions. Our goal was achieved as the bloggers loved the Garnier Fructis Triple Nutrition and generated a positive buzz.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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