The Objective
Since 1904, Garnier (owned by L'Oreal) has been an innovative hair and skin expert, pushing the boundaries for breakthrough formulas – even as far as turning its hand to making sanitiser during the COVID-19 outbreak. Continuing to deliver innovation, it used TikTok to raise awareness with Gen Z & Millenials for its hair food brand Garnier Fructis.
The Solution
Garnier ran two short, punchy ad formats to promote its product: TikTok’s popular TopView and One Day Max In-Feed Ads.
TopView not only dominates the entire screen upon opening the app, it steals the show. This is maximum brand awareness, in the palm of your hand – centre of attention for digital natives. Autoplaying with the sound-on, it pulls users in and drives mass exposure, then pushes them to an external link – an eCommerce landing page for Garnier Fructis. An In-Feed One Day Max (ODM) Ad runs for one day only, natively in users For You feeds, but is guaranteed to show up among the first In-Feed Ads a user sees. It’s effective for promoting brand messaging in a truly organic way. Combining a TopView ad, with an In-Feed ODM As is a surefire way to grab attention and create mass awareness.
The ad creative was eye-grabbing, using bright colours, bold fonts and a well-known, catchy soundtrack. It showcased visual proof, with before and after shots and easy hair care routine, alongside key benefits. The ads popped, showed brand identity and delivered its key messaging in less than 15 seconds.
The Results
Both ads delivered short but high-impact bursts of maximum exposure. Combined, they drew 3.7 million impressions, well above benchmarks, and the TopView drove an astonishing 22.83% click-through rate. It also achieved an engagement rate of 24.20%, showing that Garnier Fructis is a popular product with the TikTok community. The One Day Max In-Feed Ad also over-delivered against benchmarks, with an engagement rate of nearly 6% – an impressive result for a native, In-Feed placement.
In the month after, Garnier Fructis witnessed Belgian sales increase by 52% (vs. same time last year) and the campaign itself drove more than 42,000 unique page views to the e-commerce landing page, in just two days, compared to 250 per day, on average. These results show how mass digital engagement on TikTok can translate into astonishing ROI and tangible revenue.
