Garnier Fructis woos consumers with 'Blind Use Test' campaign

Garnier has always had a keen understanding of Indian women’s needs when it comes to long, strong and beautiful hair. Garnier Fructis reached out to college students, women from housing societies and bloggers in a unique manner by getting them to experience the new, improved Garnier Fructis Long & Strong Shampoo and Conditioner who were unaware of the brand they were using – through a ‘Blind Use Test’ campaign.

The on-ground & online activation of the campaign was conducted in various cities across the country including Pune, Patna, Guwahati, Ludhiana, Lucknow, Jaipur, Coimbatore and Vijayawada. Online and offline activity introduces fans to the new, improved formula.

Conceptualized and executed by digital marketing agency FoxyMoron, the online campaign kicked off with over 50 top beauty and lifestyle bloggers across India experiencing and reviewing the new Garnier Fructis Long & Strong shampoo & conditioner. Bloggers received a package of the ‘Love Long Hair’ shampoo and conditioner and used it for a period of two weeks. Upon revealing the name of the brand within 2 weeks across Facebook, Twitter and YouTube, their reactions were encapsulated in this video – https://bit.ly/1faf4FO

With top names like Miss Malini, Ayushi Bangur and Ritu Rajput participating in this unique Blind Test, Garnier Fructis succeeded in converting top online influencers in the digital space into Fructis Long & Strong loyalists while reaching out to the thousands of readers who follow these bloggers. 

Commenting on this activity, Rupika Raman, General Manager, Garnier said, “We were very excited to undertake this consumer outreach activity as our aim is to educate consumers about the Garnier Fructis’ new & improved Formula and also to capture real experiences & feedback of consumers. Our formula has changed and it is important for us to reach out to consumers and get them to try the product and see & feel the difference themselves.  After the activation, it is wonderful to see such an overwhelming response from our consumers, which also means that New Generation Garnier Fructis has met its consumer expectations.”

Harshil Karia, Co-founder & Digital Strategist, FoxyMoron commented, “Quality perception is highly related to a consumer’s purchasing behavior. Hence, the ‘Love Long Hair’ campaign aimed to generate trials for the new, improved Garnier Fructis shampoo and conditioner and simultaneously, also develop loyalists through advocates of the brand who influence consumer preferences.  The biggest learning for us has been the importance of developing a deeper and strategic connection with influencers on the digital platform.”

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