The Brand Objective

India’s extreme and diverse weather patterns, on top of pollution, unhealthy lifestyles, stress etc. can take a huge toll on one’s hair. From frizzy hair to breakable strands, the root of all issues lies in lack of nourishment. Granier Fructis, known for their range of organic hair care products, recently unveiled four new variants in their Hair Food range. These products were not only made of 98% natural ingredients but also were vegan, recyclable, cruelty-free and paraben-free. With an aim of giving such game-changing products the spotlight they deserve, Garnier partnered with Glance, the world’s only screen-zero platform. Prioritizing awareness and engagement, the lock screen became the medium for Garnier to engage with existing and potential consumers, with solutions personalized for their hair care woes.

The Solution

Garnier’s target audience included Millennial women, from the key metros, who were not only aware of the goodness of natural products but would also prefer such organic, sustainable solutions over synthetic ones. These women face a majority of hair issues thanks to weather conditions – like dried up locks during winter or an oily scalp during humid summer months. Glance’s innovative solution targeted this challenge of theirs. The brand utilized the Glance Experience Unit and through an exciting weather API integration, grabbed the eyeballs of their target audience. The weather API integration suited the campaign requirements to the T – it let users choose a suitable product as suited to prevalent weather conditions in their cities, in turn urging them to engage with Garnier on their lock screens. The attention-grabbing creatives focused both on the brand and the key needs of its target audience, thereby inspiring action from the latter. Relevance and vibrancy were the key factors in boosting the campaign’s engagement factor which led to higher recall for Garnier.