2012 Winners & Shortlists

The Campaign

We wanted to create a platform which was not only informative but also allowed engagement with our Asian consumers. Hence the “Garnier Light Fairness challenge” was born. A key radio personality RJ Kritika was identified to lead this challenge due to her high influence and celebrity status amongst the Asian masses. Along with her, 2 female participants were recruited through an online and radio poll to take the challenge. Their weekly progress was monitored live on Kritika's morning show on radio. On the same show, a daily beauty segment was created to build anticipation for the weekly update, provide beauty and wellbeing tips to listeners and also impart product knowledge about the Garnier range. . The challenge was visually brought to life with the creation of the “Garnier Light Masala journals” – a weekly segment in the Asian magazine Masala along with a Facebook tab to encourage dialogue between consumers.

Success of the Campaign

The Garnier challenge allowed the brand to build proximity with Asian consumers and was a hot topic on radio with many followers eagerly waiting for the segment each morning. This also had a positive impact on sales with Skin Naturals experiencing a 20% growth in Lulu hypermarket sales (a favorite amongst the Asian consumer) and 15% growth in overall UAE sales in 2011. Sales during the campaign period also increased by 22% vs the same period last year.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The first phase involved recruiting the 2 participants through a radio and online poll. Once we had the 2 contestants, their progress was monitored live on radio on a weekly basis On the same show, a daily beauty segment was also created to provide listeners with beauty, health and wellbeing tips from Garnier along with a lot of information about Garnier products. The 28 day journey was showcased visually with the creation of the “Garnier Light Masala journals” in the Asian exclusive Masala magazine. The challenge being taken on radio was amplified visually in the magazine with a weekly section dedicated to progress of the 3 participants. A “Garnier Light “ tab was created on the Radio Spice page (20k+ fans) as we wanted users to engage around the brand. Users were seen actively participating and talking to each other as well as posting their queries and product experiences.