Situation:

The face cleanser Garnier Pure 3-in-1 was losing market share.

Standard advertising didn’t reach our young target audience and couldn’t resist the competitors’ attacks.

Brief:

Use St. Valentine’s day and Women’s day as a cause to create a viral digital-centred promo campaign for Pure 3in1 relevant for teens and young women.

Objectives:

To drive sales.

To build awareness.

To fight back the competitors and become a market leader in the category.

To make the product a part of teens’ culture.

We’ve started the roll out of the campaign with our celebrity’s personal Instagram posts which were promoting the site. The site revealed the link to our app and description of the promo mechanic. The app is available on Google Play and AppStore. The application became the core asset of the campaign. It was the main tool for creating entertaining user generated content. The app allowed to share the content in all social networks popular in Russia. And users’ engagement pushed a huge flash-mob. Girls started copying movements and dancing with the celebrity and product. The flash-mob dance gave a new boost the campaign!