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Summary
The beauty brand Garnier Pure Active wanted to create engagement and love-ability for their brand by helping young girls feel more confident about themselves. They created a video with “Vi Unge” readers telling their friends why they are great and beautiful. The campaign gained 4,183 reactions, 4,333 comments and 379 shares.
Publisher/Agency: Aller Media / ViUnge / Maxus
Campaign: Beautiful As You Are
Brand: Garnier Pure Active
Country: Denmark
Aller Media set aside the normal product-oriented agenda and communicated self-confidence, friendship and good karma to give young girls a self-confidence booster.
Mission
Being a beauty brand, how do you create engagement and love-ability for your brand? And how do you – in a trustworthy way – help young teenage girls feel more confident about themselves and share love and support for each other?
Aller Media set aside the normal product-oriented agenda and communicated self-confidence, friendship and good karma to give the young girls a self-confidence booster and most importantly, help them feel more secure about themselves and support each other.
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Garnier Pure Active wanted to appeal to the next generation of teenage girls. The market is highly competitive, with rival brands getting a lot of traction and attention from the target audiences through social media channels.
To make an impact, Garnier wanted to deliver a meaningful message and create real value for teenage girls. Studies show that low confidence is an issue among teenage girls and that 76% of all girls want to change something about themselves. Something that Garnier would love to address.
KPIs
Achieving a meaningful differentiation of the Garnier brand by helping young girls feel more confident about themselves and share love and support with each other.
Target audience
Girls 12-18 years old.
Garnier Pure Active had the opportunity to make a positive difference in the youngsters’ lives, while staying top of mind and ensuring a meaningful differentiation of the brand.
Strategic approach
Knowing that the Danish youth magazine “Vi Unge” is popular among the core Pure Active target group, and knowing that Vi Unge too wants to help young girls to feel better about themselves, a partnership was assessed to be a strong match.
Garnier and Vi Unge developed the campaign “Du er smuk som du er” (“You are beautiful as you are”), with the purpose of setting self-confidence and friendship on the agenda for teenage girls.
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Through this partnership, Garnier Pure Active had the opportunity to make a positive difference in the youngsters’ lives, while staying top of mind and ensuring a meaningful differentiation of the brand.
Vi Unge is Denmark’s largest teenage magazine and online universe – which is why Vi Unge was the perfect platform for Garnier Pure Active to reach the target group.
The editorial team was very involved in the creation of the film, contributing with their expertise on the young target group.
Creative idea
The main activity of the “Du er smuk som du er”-native advertising campaign was a video featuring Vi Unge readers telling their friends why they are great and beautiful persons.
The editorial team was very involved in the creation of the film, contributing with their expertise on the young target group. Concurrently, native advertorials ran both on viunge.dk and on Vi Unge’s Facebook page, giving girls tips on how to boost their self-confidence.
Platforms
- viunge.dk
- Vi Unge magazine
- Vi Unge’s Facebook page
The film was executed through Vi Unge’s Facebook site, while advertorials about self-confidence and friendship were distributed in Vi Unge’s online universe
Content distribution and promotion efforts
The film was executed through Vi Unge’s Facebook site, while advertorials about self-confidence and friendship were distributed in Vi Unge’s online universe, as well as in the magazine, together with posters and stickers with hearts saying “Du er smuk som du er” (“You are beautiful as you are”).
Additionally, the video was also shared on Garnier’s Facebook page.
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Size of team involved
8
Most of the comments consisted of girls tagging their best friends, accompanied by statements as to why they mean a lot to them, and why they are great and beautiful
Results
- The Garnier x Vi Unge “Du er smuk som du er” native advertising campaign was very well received by the Vi Unge followers.
- The campaign performed very well reaching more than 225,000 Danish women between the ages 13-20 - equal to around 80% of the target audience in Denmark (target group total population: 295,000 - IndexDK).
- With 4.183 reactions, 4.333 comments and 379 shares, the campaign achieved more engagement than Aller Media could have hoped for.
The video was viewed more than 322,000 times and achieved great organic performance.
- Most of the comments consisted of girls tagging their best friends, accompanied by statements as to why they mean a lot to them, and why they are great and beautiful (inner as well as outer beauty) often sparking several replies and further interaction.
- In total, the video was viewed more than 322,000 times and achieved great organic performance.
- The advertorials had an average of 5,000 reads, and the average time spent on site for advertorials was 02:26.
- In this way, the goal of differentiating the Garnier brand by helping young girls feel more confident about themselves and share love and support with each other was achieved.
This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.
We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.
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