AI SYNTHETIC VOICE

Garnier, Thailand’s leading mass skincare brand, has held a commanding presence in the brightening serum market since the 2020 launch of its Bright Complete Booster Serum.

However, amidst slowing growth and increased competition, the brand sought to maintain its dominance and widen the gap with competitors, particularly in upcountry areas.

This challenge was heightened by a key competitor’s success in building strong brand relevancy with local consumers.

Therefore, Garnier aimed to strengthen local relevance and boost conversions within this competitive landscape.

To turn around the situation and accelerate growth, Garnier needed to increase brightening serum penetration in upcountry areas nationwide, recognising the potential to drive greater serum consumption in these regions targeting traditional trade, where competition had intensified.

To achieve this challenging task, Garnier developed a strategic SKU-specific campaign focused on a key product that resonated strongly within the upcountry market.

The campaign was further elevated to the next level, empowered by first-in-market AI Synthetic Voice technology that pushed the boundary for real-time personalisation which enabled Garnier to speak to individual consumers based on their geo-location to strengthen relationships and ultimately convince them to buy at their most convenience.

Garnier created personalised video addressing the pain points of four key audience segments within its upcountry consumer base. Each video incorporated AI-generated voiceovers, dynamically customised to each audience group and announcing nearby store names based on the viewer’s geo-location signal.

This hyper-localisation strategy resulted in nearly 400 variations of the video, promoting almost a hundred local stores across different provinces and regions.

The goal was to drive consumers to purchase Garnier Booster Serum from a specific neighbourhood store.