Twitter
Inspiration Room

Garnier uses humor to engage its consumers

Mexico



With the campaign #YoSudoCuando, the Brand generated conversations around embarrassing situations when people sweat.



The Brand

Garnier is one of the main beauty brands in Mexico. As part of the L’Oréal Group – one of the world’s leading beauty companies – Garnier combines innovative technology and natural ingredients in a wide range of skin and hair products

Challenge

The brand wanted to reach a new audience on Twitter with the launch of the brand’s official account @garniermx and develop a multi-channel campaign around the benefits of its Bi-o Protection5 product.

Solution

How does a beauty brand communicate product benefits to Mexican youth?

The brand used Promoted Accounts to establish and spread the word about its presence on Twitter. To reach the right users, the Promoted Account was targeted by @usernames related to relevant sports teams, singers and celebrities.

To amplify its message, organize conversations and achieve massive reach, @garniermx launched a Promoted Trend with the hashtag #YoSudoCuando. It supported the trend with Promoted Tweets targeted by interests like fashion, beauty and technology featuring original content. The content described real-life situations users could relate to like the end of a big soccer match, and encouraged them to share their own experiences.

@garniermx monitored the user-generated stories that included the #YoSudoCuando hashtag and identified common experiences shared by users to create a video.

Results

13.5K

New followers from Promoted Account


68.3K

Interactions during the campaign


53.6K

#YoSudoCuando mentions


The Promoted Trend had a 2,59% of participation and many Promoted Tweets achieved engagement rates that were higher than the average for the country.

Key to Success

  1. 1

    OWN THE CONVERSATION

    Spark conversation with a fun, inclusive and relevant hashtag that maximizes engagement as a Promoted Trend.

  2. 2

    USE CREATIVITY AND HUMOR

    Connect with consumers by humanizing your brand on Twitter. Focus on a common experience we all share and use humor to capture attention.

  3. 3

    CONNECT WITH YOUR AUDIENCE THROUGH THEIR INTERESTS

    Target Promoted Tweets to make sure its message reached a receptive audience. Gain new followers and increase brand awareness among relevant users.

Testimonials

“For the #YoSudoCuando campaign, we used Twitter as core platform to generate engagement with the brand and awareness of our new product Bi-o Protection5. We created an organic conversation with our target audience, since we used a fun and day-to-day tone to communicate with the user. In addition, we gained valuable insights. It was a clear example of how to leverage social networks to address our consumers in a creative and original way.”

Gregory Recoing
Director of Marketing Garnier Mexico

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