Garnier has transformed the launch of its sorbet cream into a viral phenomenon. Thanks to a forceful strategy that has combined influencer marketing, simulated outdoor advertising and public relations, it has turned the arrival on the market of the new product into a topic of conversation in the beauty industry in just a matter of days. He has worked for this with the agencies SAMY and ADN.
Since its launch at the beginning of February, Garnier’s sorbet cream, which comes in three versions, has become a trend. The main social networks are full of both spontaneous consumer recommendations and organic and paid videos and publications.
According to Garnier in a statement, 250 daily publications have been generated on digital platforms. On TikTok, the hashtag #CremaSorbeteGarnier exceeds 6,300 posts. In addition to boosting brand visibility, the strategy has already generated an impact on the business. And as Garnier claims, three sorbet creams are sold every minute in our country.
The main lever for this has been organic social content. The brand’s publications on Instagram and TikTok have focused on highlighting the attributes of the product through different aesthetic and narrative resources, especially its light texture, which is precisely the quality that gives its name to the product. Thus, the parallelism with the edible sorbet, its color, its appearance and even its sound, have been protagonists in the pieces.
The brand has also opted for an informative approach, sharing with the audience descriptions of the different versions of its sorbet cream and how they best adapt to each skin type. In addition, it has encouraged the purchase of the product through TikTok Shop.
SAMY, Garnier’s digital agency, has participated in the development of the campaign and selection of profiles.
Product qualities have also been explored in collaborations with influencers. The audiovisual content creator Laura Ayala, or the singer Karina, have combined beauty routines with ASMR, with the intention of highlighting the differential texture of the product. For her part, the influencer Roro has also participated in the campaign, defining the cream as “fresh as a sorbet, light as clouds.”
The influencer marketing strategy has been reinforced with the celebration of an event, held at the Círculo de Bellas Artes and attended by, among others, Javi Hoyos, Roro, Marina Rivers and Jedet. The brand presented its concept “High-Tech Beauty. Designed to make you feel good”, with which it reinforces its commitment to innovation and its formulation, based on accessible effectiveness, biotechnology, sensoriality and commitment to the planet through vegan and cruelty-free products.
The texture of the sorbet cream is also the epicenter of the creative concept of the simulated outdoor advertising actions (FOOH, Fake Out of Home) that are part of the campaign, and that have been worked on together with the ADN agency. From the brand’s communication area they assure this medium that they have been spread through social networks in paid media.
These hyperrealistic digital pieces have also focused on the local, adapting their messages to different cities in Spain and establishing a parallel between their cultures and the qualities of the product. For example, in the case of Valencia, Garnier assures that its cream is “fresh like the first sip of horchata”; while regarding Madrid he points out “it is like petting the softest cat in Madrid.”
The creatives emulate large format supports that are integrated into key places in these cities, such as Gran Vía in Madrid or Las Ramblas in Barcelona.
