May 24, 2011

Guys Listen Up

When you say skincare you naturally think about women as being the right consumer. But isn't that just half of the equation. Why not focus also on the guys ? According to Garnier, a lot of Singapore's men think of skincare as being sissy.

See how Garnier Men got them to talk about their complexes by using a video of a couple breaking up over oily skin. Using their interactive site, girls could customize the campaign's video and send it to any guy they think needs to listen up.

Of course this went viral and ended up with a 600 % increase in brand interaction and over 630 % increase in sales in the first week alone.

Let me know what you think of this campaign.


About The Author:

My name is Cristian Anechitei but you’ll inevitably just call me Chris.

I work as a Senior Marketing Specialist for a B2B marketing consultancy company called NNC Services where I get to do what I like the most: help businesses grow, meet new people that are working on some interesting new projects and learn lots of stuff every day. I enjoy playing video games, watching good movies and creating new business ideas. I like to think of myself as being a problem solver, solution finder and overall positive attitude individual.

If you have an idea that you'd like to share or just want to say 'hello', feel free to connect with me via LinkedIn, Facebook or Twitter.


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