LAUNCH OF GARNIER PURE ACTIVE EXFO-BRUSHER WASH / SOCIAL MEDIA
Our task was to build awareness and to boost engagement of Garnier’s new product, Pure Active Exfo-brusher.
We opted to center the campaign on two opinion leaders in the same age range as the target audience: the world prix motorbike riders, Pol Espargaró and Efrén Vázquez. We added two elements the target was passionate about: First, the Tuenti Racing team that was very popular at the time of the product’s launch, and secondthe main teenagers’ social network Tuenti.
To this mix we added some aspirational awards, that ”could not be bought with money“, such as getting access to the pit stops during the race, participation in champagne-giving ceremony, 200 tickets to the Pure Active grandstand and more.
The launch was held at a premium of Tuenti page via a sponsored event, that also included a photo contest and interaction with pilots.
We got more than 2 million clicks on the video of the event
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