The Goal

Garnier Fructis was in search of a way to raise awareness and sales of its Pure Clean product line while promoting a greener lifestyle with Garnier Green initiatives.

How We Did It

We executed a 10-school mobile program and set up at events that took place in high-traffic areas during college football games to target college-aged men who were the target for the new product line. We created Garnier styling stations and sign-making zones, distributed samples and handed out football-related premiums to generate impressions inside the stadiums and beyond. We also integrated a photo re-marketing campaign to increase impressions and capture leads for future email campaigns. To extend the program’s reach, we implemented peer-to-peer sampling on game days on 76 campuses and used advertising flights on our Campus TV Network as well as targeted emails, web ads and Facebook posts.

The Results

We successfully distributed sampling and marketing assets at 76 schools on a total of 456 game day weekends, driving the trial of 700,000 Garnier Fructis shampoo samples. We also executed 10 game day events, creating more than 5,000 one-on-one engagements. Additionally, this program assisted in increasing Garnier Fructis’ year-to-year sales in Barnes & Noble College stores on campus.