Rock your style! Find out how this brand deepened engagement with millennials through music and fashion!

Thursday: Gorillas of Guerilla Marketing FROM THE DESK OF MILES EVERSON: Are you looking for some fun, unique, creative, engaging, and unconventional marketing tactics that will help generate buzz about your brand? Look no more! One solution is right at the touch of your fingertips: Guerrilla Marketing. I’ve been in the business industry for over 3 decades now and personally, I believe Guerrilla Marketing is one of the most effective ways to raise awareness about your brand and capture your target market’s attention. If you’re serious about trying the unconventional side of marketing to connect with a lot more prospects, I advise you to conduct campaigns of this type. Keep reading to know how this French mass market brand engaged with its target audience by “striking a chord of creativity.” CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Rock your style! Find out how this brand deepened engagement with millennials through music and fashion! Garnier is a mass market brand of the French cosmetics company L’Oréal. It produces various hair care and skin care products such as: Fructis Whole Blends Pure Active Nutrisse Olia SkinActive Since 2003, Garnier has been a favorite brand among millennials. However, due to the emergence of other competitors such as MadisonReed, HairPrint, eSalon, and others, what was once a solid customer base became divided. To keep its valuable purchaser and influencer groups loyal, Garnier enlisted the services of digital marketing company, AMP Agency, to boost engagement with millennial consumers. The solution? The “Garnier Music” Campaign in 2018! ―a three-day innovative product experience at 5 of the hottest music festivals in the US: Bonnaroo, Coachella, Big Barrel, Firefly, and iHeartRadio. The campaign provided attendees with direct on-site product sampling that included free hair-washing, styling, and many more! Garnier Music Salon Over the course of the music festivals, the brand’s custom-built Music Salon provided on-site hair washes, color consultations, and other services provided by professional hair stylists. The salon accommodated 80 to 90 concert-goers at a time and to manage crowds that queued outside the venue, the campaign team developed a digital system that let consumers register through Garnier’s website so they won’t have to wait in line. They could do other activities and when it’s their turn to be pampered in the Music Salon, they just have to present a screenshot as proof that they registered through the website and that they’re next in line. Thanks to the digital system, attendees had a seamless and hassle-free experience… and a brand new “Rock Your Style” look! Shower Sampling Due to the nature of camping-based music festival weekends, the campaign team knew that on-site showers are in “hot demand.” To address this demand, Garnier set up showers at each of the 5 festivals and provided consumers with hair care products upon entry and exit. This allowed every person who showered to experience Garnier’s products firsthand and freshen up just in time to watch their favorite performers! Self-Style Stations For concert-goers who were rushing to witness their favorite music acts, the brand set up self-style stations that enabled them to quickly retouch using the brand’s best-selling products. Because of this, Garnier benefited from engagement across the festivals no matter how busy attendees were! VIP Artist and Influencer Sampling To further appeal to its target market, Garnier partnered with notable artists like ToveLo, Phoebe Ryan, Tori Kelly, etc. and styled their looks for their performances. Not only that. Selected attendees were also given VIP access to interact with these famous personalities inside the Garnier Music Salon! The brand also teamed up with beauty and style influencers like Jenni Im to encourage reviews and engage followers. Bloggers and vloggers visited the Garnier Music Salon to chat with fans, get their hair styled, and create content for their online fan bases. Was Garnier’s “Garnier Music” Campaign Effective? According to AMP Agency’s case study, the campaign was one of Garnier’s most successful brand activations. Results of the campaign: Over the course of Garnier Music, the brand garnered over 121 million social media impressions. More than 205,000 Garnier product samples were distributed to festival-goers. According to AMP Agency’s report, consumers’ intent to purchase Garnier products rose to 83% during the first quarter of 2019. The campaign contributed to a 41% lift in sales six months after it was launched. Aside from that, the “Garnier Music” campaign was also embraced by fans as “one of the most popular destinations” at the music festivals it visited in 2018. Part of creating an immersive campaign for your brand is diving into your target market’s mindset. Study their prevailing interests such as music, fashion, quest for style, and self-expression. Knowing your target market’s likes and dislikes will enable you to execute marketing campaigns that spark interest about your brand and create messages that resonate in consumers’ minds. Ready to “strike a chord of creativity?” Demonstrate your brand’s value, credibility, and relevance through brand activations that appeal to your target market’s interest! Who knows? Your next fun and creative campaign may help bridge the gap between your brand and consumers. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next week’s 12 Days of Christmas BBD Campaign! Do you want to learn about how one supermarket chain helped customers enjoy Christmas shopping without spending a hefty bill? See it on next week’s 12 Days of Christmas BBD Campaign!