The Garnier Lovers win the Totem of Influence during the Koh-Lanta campaign

A pioneer in skin and hair care, Garnier offers innovative and affordable solutions, with products formulated with natural ingredients, to meet the needs of women all over the world.

Garnier owns sister brands such as Ultra Doux, Fructis for hair care and Olia, Good and Color Sensation for coloring.

• Increase consideration for sister brands (Ultra-Doux, Fructis, Olia, etc.)
• Enrich the product catalog with reviews to develop visibility and increase conversion
• Create an authentic link with influencers to obtain quality content

Garnier is a well-known brand that has attracted a wide clientele with a wide range of treatments. It is now facing new competitors with targeted products that are quite active on social networks. To address consumers with authentic and persuasive speeches, Garnier quickly launched into influencer marketing by relying on influencers with broad visibility (macro-influencers). This highly industrialized strategy has shown its limits, with content that did not always reach the quality expected by the brand. This highly industrialized strategy has shown its limits, with content that did not always reach the quality expected by the brand.

Thomas Jouanin, Advocacy Manager at Garnier Haircare, wanted to continue using influencer marketing but by changing the strategy. For him, relying on influencers is an essential tactic to gain visibility in a context where the advertising formats offered by the networks no longer have as much effect, while their costs are increasing.

Using UGC (User Generated Content) is totally in line with Garnier’s strategy based on authenticity. The brand was also the first to highlight real consumers in its communication on traditional media. So, she turned to Skeepers to activate micro-influence and help them orchestrate innovative and exclusive campaigns tailored to this target.

• Identify the brand’s fans and create innovative operations for them
• Generating quality content to invest in social networks
• Use Gifted Reviews to quickly collect ratings and reviews

Garnier relied on Skeepers to identify the brand’s biggest fans. Using the numerous “matching” criteria as well as a questionnaire designed to detect the strength of their attachment to their relationship with the brand, Skeepers made it possible to select a hundred “Garnier Lovers” from its community of 100,000 micro and nano-influencers.

Garnier relies on this community to launch its Influencer Marketing operations and collect authentic opinions and content, which increases the visibility of its products on Instagram and TikTok tenfold.

One of the first campaigns demonstrating the success of this approach was to rely on the sponsorship of the Koh Lanta show by the brand Ultra-Doux. The influencers were invited to an exclusive event, where they were able to meet candidates from the show and perform emblematic challenges with them. But before that, they had to participate in the selection by carrying out challenges at home that they filmed, and which of course ended with a moment of comfort thanks to a good shampoo. This original brief left enough creativity in the influencers to ensure that their content was authentic and effective, and that it could both be taken into account by the algorithms and relayed by the brand.

Garnier also wanted to collect ratings and reviews to enrich its product catalog. This content is essential to increase the visibility of products, especially during launches and innovations, which take place several times a year. To meet this need, Skeepers offered the Gifted Reviews extension, which allows products to be sent to consumers who have shown an interest in testing them and commit to posting a review on the platform.

This collection of reviews is also very important to enrich the catalog on the group’s sister brands (Ultra-Doux, Fructis, Olia, etc.) and to increase the consideration of the products.

• Production of a large number of qualitative and engaging UGC
• Increase product visibility through ratings and reviews
• Direct impact on brand consideration

The results of the Koh Lanta campaign were very positive, both in terms of the direct production of content and its impact on Garnier’s visibility. The videos created by the influencers generated 175,000 impressions and 27,000 reach. The engagement rate even reached the score of 8.32%!

Garnier also conducted an ad-hoc study with a specialized firm to measure the effectiveness of this Ultra Doux X Koh-Lanta campaign. The results showed a very positive impact on consumers’ perception of the brand.

As for Gifted Reviews, they are essential to improve the visibility of products online and to reassure the consumer at the time of purchase. UGC with photos or videos harvested with Skeepers has irreplaceable power for products such as hair dyes: consumers want to see real results before making their choice.

In the coming months, Garnier also intends to carry out in-depth analyses of customer reviews and use them to make strategic decisions on the product offering.