Garnier commits to a green lifestyle with YouTube activation
Marketing Office Manager, Wavemaker Indonesia
24 January 2023
Taking real action by committing to reducing its carbon footprint in the world, Garnier and Wavemaker leveraged the DV360 mobile inventories on YouTube to reach ‘early adopters’ with a targeted cross-channel strategy.
As one of the world’s leading beauty brands, Garnier decided to make a positive impact towards sustainability for everyone – not just words, but real actions. By 2022, Garnier will save 402 tonnes of new plastic. By 2025, all Garnier products will be made without the new plastic.
Garnier was also involved in the fight against plastic pollution. Partnering with eRecycle, the Indonesian Ministry of Environment and Forestry, the Waste Bank, and other business partners, Garnier launched an online & offline recycling program. By tapping into one of the DV360 mobile inventories, YouTube can be used to reach ‘early adopters’ via a targeted cross-channel strategy programmatically.
The Green Beauty campaign is then followed by the #Onegreenstep call-to-action phase, in which influencers and celebrities encourage people to take small steps toward #GreenBeauty. In April 2021, when we relaunched the campaign, Google data insight showed that Garnier was in the top 5 brands preferred by green living enthusiasts over the long term. This type of initiative helps make the planet and environment a better place. Aside from achieving this goal, the brand wants to keep our planet clean. Therefore, it works on a process that will make a positive impact on the environment by 2025, as it will use materials that can be recycled and reused.
It will be interesting to see how Garnier’s journey unfolds, and we hope that more brands will start similar initiatives to not only make a campaign for business objectives but to take serious action for the planet where we live.
Garnier was successfully positioned as one of the Top-5 preferred products for Green Living Enthusiasts in Indonesia (Data from Google Insight, April 2021) and in less than one year the #OneGreenStep campaign achieved a 66% Brand Awareness among the target audience (Kantar, June 2021). Both as KOL content and as a promoted trend, it generated enormous buzz on social media. On YouTube, the campaign achieved 67 million views, with a view rate of 40% (against the benchmark of 34% and a completion rate of 33%) and a total of 322 million engagements.