Leading the Vitamin C
Revolution
Positioning Garnier Bright Complete as the #1 go-to serum in India through strategic influencer advocacy.
Objective
- Make Garnier Bright Vitamin C Serum the brand of choice
- Build awareness around ‘Vitamin C’ as a critical ingredient in skincare routines
- Drive adoption at scale and position it as the go-to serum for Indian consumers
How did we accomplish this?
Campaign Hashtags
#SpotlessMe #CTheChange
Content
We invested in content that focused on education & regime building to break through the clutter using the right fit of influencers to drive the intended adoption at scale.
Influencers
IG was the platform of choice as the brand was keen to target millennial digital savvy consumers.
Being skincare we were also cognizant of the selection criteria to include skin texture, skin type & concern and regional representation to ensure that the product was seen as one for all and content included these insights so as to allow for wider adoption.
We enlisted prior to the launch the ‘Bright Tribe’ of 10 influencers who represented the target audience. The influencers were chosen from different backgrounds (make-up artists, lifestyle & beauty influencers, sustainability advocates & YouTubers) from across the country representing different skin tones and most importantly, they were relatable voices that were aimed to drive real advocacy.
This tribe was then supported by 150 influencers from across the pyramid of influencers. These included 4 Mega, 1 Macro, 4 CAT A, 11 CAT B and 130 Micro/ nano influencers. Their singular goal was to simplify and demystify serum adoption by educating their audiences on the benefits of vitamin C, introducing the serum and closing out with vitamin C driven regime building using the Garnier Bright Complete range.
Platform of Choice
Instagram was prioritized to target millennial digital-savvy consumers effectively.
Inclusive Criteria
Selection based on skin texture, type, and regional representation to ensure product 'for all'.
Impact at Scale
Campaign Results
Significant jump in volume of online sales following the influencer campaign.
Drastic increase in offline retail volume within just 3 months of launch.
Grew from 4.2% to 29.3% in the serum category within 3 months of implementation.
"#1 Bestseller on Amazon India & #1 Serum Brand Offline"
Campaign Gallery
