Introduction
In an effort to enhance consumer engagement and drive sales, Garnier sought to explore innovative freebie options for their Color Natural Cream range. Our agency took on the challenge, presenting a curated selection of GWP ideas that seamlessly complemented the brand’s identity while ensuring feasibility within the product’s packaging constraints.
Campaign overview
To create an impactful Gift with Purchase (GWP) campaign that enhances brand appeal, boosts sales, and offers a practical yet exciting value addition for consumers.
Key elements
Strategy:
- Develop a range of hair care-themed GWPs aligned with the Color Natural Cream range.
- Ensure that the selected GWP item fits inside the Garnier Color Natural box without compromising packaging efficiency.
- Incorporate sustainability by proposing an eco-friendly gifting solution.
Market Reach:
- Quantity: Approximately 2 million units
- Distribution Channels: Offline and online markets, ensuring maximum reach and accessibility.
Execution
Product Design: The Garnier scalp massager was developed using eco-friendly materials, offering consumers a practical and sustainable hair care solution. The design was adjusted based on feedback to fit perfectly inside the Garnier Color Naturals box.
Distribution Channels: The massager was distributed through both offline and online markets, ensuring maximum reach and consumer accessibility.
Marketing Channels: The campaign leveraged digital marketing, influencer collaborations, and in-store promotions to highlight the benefits of the sustainable scalp massager. Eco-conscious messaging reinforced Garnier’s commitment to sustainability, increasing consumer interest.
Results
- Consumer Engagement: The thoughtfully curated GWP heightened consumer interest and excitement around the Color Natural Cream range.
- Sales Impact: The campaign significantly boosted sales, reinforcing the efficacy of the promotional strategy.
- Sustainability Integration: By incorporating an eco-friendly gifting solution, the brand strengthened its commitment to sustainability, resonating well with conscious consumers.
Benefits
- Increased Sales: The inclusion of a value-added GWP encouraged more purchases, leading to a noticeable uplift in sales.
- Enhanced Brand Perception: By offering a sustainable and functional freebie, Garnier reinforced its commitment to eco-conscious beauty solutions.
- Consumer Engagement: The scalp massager not only provided utility but also created a talking point, driving social media discussions and brand loyalty.
- Strengthened Market Position: By running such appealing promotions, Garnier reinforced its position as a customer-centric brand in the hair care industry.
- Competitive Edge: The innovative and sustainable GWP helped differentiate Garnier Color Natural Cream from competitors, making it a preferred choice for consumers.
Conclusion
The Garnier Color Natural Cream GWP campaign showcases how innovative, sustainable, and practical promotional strategies can drive brand engagement and sales. By meticulously refining the gift selection process and packaging solutions, we delivered a successful campaign that not only met the brand’s expectations but also reinforced Garnier’s market presence.