Garnier Men Amplifies Product Purchases With Immersive Storytelling
Garnier Men Amplifies Product Purchases With Immersive Storytelling
Asia
Garnier Men Amplifies Product Purchases With Immersive Storytelling
Solution
Identifying Target Audience, Acquiring New Users

About Garnier Men

Garnier Men provides a range of product portfolio catering to men’s skin and hair care needs. It belongs to the house of Garnier, an award-winning brand known for tackling diverse skin problems with natural ingredients. Garnier Men has become the #1 men's skincare brand in Indonesia, thanks to products that bring the best of skincare and science together.

Highlights

1.5X
higher impressions
2X
higher CTR
21%
increase in product purchases
InMobi Case Study

Recent years have seen gaming take over consumer imagination and attention. Thanks to Mobile tech capabilities, brands have been able to include gamification in their marketing initiatives to see a sustained, full-funnel impact. With a similar goal, we partnered with InMobi to precisely target our core audience and communicate with them through simple and enjoyable gamification, in the process letting our hero product shine on mobile.

Rian Surachman
Rian Surachman
Head of Product Marketing Garnier Men & Hair

The Brand Objective

Unlike women, men seldom have established skincare routines necessary to tackle common skin problems like acne. Skincare is often misconstrued as not being ‘masculine’ enough in certain cultures, making the purchases of skin-centric skincare products tricky. On top of that, the brand’s core audience – bombarded with a steady stream of content – has a limited attention span and an aversion towards cookie-cutter ads. Winning over all these roadblocks, Garnier Men wanted to maximise brand awareness about its hero product – the Garnier Men AcnoFight Anti-Acne Facewash. The goal was to draw attention towards how this award-winning formulation can be a game-changer in battling acne in men. The brand wanted to encourage Indonesian men to knock out six signs of acne with powerful ingredients – Salicylic acid and Herba Repair – present in the Garnier Men AcnoFight Anti-Acne Facewash. Given how challenging it is to amplify awareness about a new product launch in the highly segmented skincare market, Garnier Men wanted to rely on an interactive and integrated campaign in order to successfully drive product purchases.
The Brand Objective

The Solution

Garnier partnered with InMobi and Wavemaker to execute a unique campaign. The focus was on an innovative, mobile-first approach which could lead to improved mind and market share.  
The Solution

Targeting high-intent consumer segments

 

The brand leveraged InMobi-Gojek and Telkomsel audiences to reach out to tech-savvy Indonesian men, across iOS and Android devices. Through InMobi-Gojek audiences, the brand targeted several cohorts including 16 to 24-year-old men who were frequent ride-hailing users, had previously bought popular skincare products, and/or just gotten their first job. Additionally, the Telkomsel signals helped target popular productivity, social networking, dating, e-commerce and gaming app users as well as college students and job seekers.   

 

Identifying a mobile-first, unique creative strategy

 

The brand aimed to catch the fleeting attention of an audience with limited awareness about skincare. In order to avoid a typical marketing approach and build maximum engagement, an interactive creative treatment was identified with a focus on gamification. This took the form of a fun challenge that communicated the key benefits of the facewash, culminating with a cashback voucher for all participants.  

 

 

 

Creating a seamless, immersive experience

 

The brand leveraged InMobi's  Instant Shoppable Media solution to drive full-funnel impact and create a frictionless consumer journey. For grabbing the attention of an audience blinded with ads and then compelling them to react, a gamified ad unit was designed. The first full-screen visual encouraged users to earn 90% cashback by completing a challenge. This promise of a lucrative reward instantly got users hooked.  

In the next step of the journey, clicking ‘Play Now’ led users to the game where they had to catch as many Garnier Men AcnoFight Anti-Acne Facewash packs as possible under 30 seconds. Their performance directly impacted the appearance of acne on the model’s face in the game screen – with each successful catch, the model’s face got cleared of acne and earned the user 10 points. To highlight  Garnier Men AcnoFight Anti-Acne Facewash’s product superiority, catching the wrong item in the game – like a soap – made acne on the model’s face intensify. On earning 100 points, each user received a unique cashback voucher code, to be redeemed on the Garnier website or on other e-commerce platforms. The above execution resulted in a delightful, innovative campaign that boosted brand recognition and drove online purchases. 

The Result

The gamified experience was able to intrigue high participation, by targeting the accurate cohorts with InMobi-Gojek and Telkomsel audiences. Garnier Men was able to gain consistent traction from target audience segments, which spoke volumes about the success of this activity.

The Result
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