The Brief

Garnier Men wanted to relaunch Garnier Men Oil Control to a younger male target audience other than the typical PMEB segment: teens, NS men and young adults. Problem is, Singaporean teens aren’t the bleeding-edge stylish metrosexuals you see in Tokyo and Milan. In fact, they are completely clueless when it comes to skincare. Most days, they simply use their mother’s or sister’s facial wash, or anything they can find in the bathroom to clean their face.

Describe how the promotion developed from concept to implementation

Our agency research revealed an insight: young men would only listen to advice if it comes from the girls they like. Hence, ‘Guys Listen Up’ was born. Based on women and the various issues they have with Neanderthal men -- like oily skin -- we created an interactive campaign that kicked off with a wildly successful ‘Couple Breaks Up Over Oily Skin’ Valentine’s Day viral video, followed by a catchy original music video that women can customise and send to their boyfriends as wakeup calls to wash their face with Garnier Men. These co-created interactions are then amplified over Facebook.

Describe the success of the promotion with both client and consumer including some quantifiable results

For Garnier Men, this promotion was not just a success -- it helped us broaden the category and capture a new generation of skincare users other than PMEBs. Within weeks of our campaign, our viral video received over dedicated 230,000 views from our target audience, who went on to visit our interactive website. At only 10% of the usual ATL budget, Garnier Men’s brand awareness and interactions increased by 600% compared to typical promotional tactics. Sales also grew by 630.8% during the campaign period, as a result of new user conversions and increased awareness on the importance of skincare.

Explain why the method of promotion was most relevant to the product or service

Garnier Men is targeted at teens and young male adults aged between 13 to 25. These people are most actively engaged on online forums and use Facebook every day. Their topics of discussion always inadvertently revolve around how to impress women, the latest football happenings and cars. So a campaign that entertains them and gives them opportunities to have a creative dialogue with the opposite sex is always welcomed and talked about. This "entertainment first" approach also allowed us to subversively weave in our product benefits and educate an otherwise clueless group of young men.