MUMBAI: In order to reposition the brand perception Garnier Fructis has gone ahead to add an improved formula to its product. The brand recently conducted a blind use test activity to get feedback on the product.
The campaign was executed through an on-ground and online activation in eight cities including Pune, Patna, Guwahati, Ludhiana, Lucknow, Jaipur, Coimbatore and Vijayawada.
Garnier Fructis’ campaign targeted three different groups of consumers. An activity was conducted in colleges across the selected cities for students to participate in the blind use test. Students also had the opportunity to learn fun hair styles and hair care tips in addition to winning goodies.
The next group that was selected for the blind use test comprised women from housing societies. These consumers who tried the shampoo and conditioner later were asked to visit an activity area in order to find out more about the brand.
Taking the consumer test online, the brand reached out to over 50 top beauty and lifestyle bloggers across India. Bloggers received a package containing the ‘Love Long Hair’ shampoo and conditioner and were asked to try it for a period of two weeks. The brand name was revealed after two weeks and bloggers were surprised to understand that the brand was Garnier Fructis. With top names like Miss Malini, Ayushi Bangur and Ritu Rajput participating in this unique blind test, Garnier Fructis succeeded in converting top online influencers in the digital space.
The social media campaign was executed by Foxymoron. When asked about the key learning from the campaign, FoxyMoron, co-founder & online strategist, Harshil Karia mentioned that bringing together a large set of bloggers was a challenge and needed a lot of logistics. He also said, “By conducting such an activity using digital influencers it added great advocacy to the whole campaign.”