Skincare leader Garnier is in the process of unveiling the 'Burst BlackHeads' campaign on the digital properties of their brand Garnier Pure Active. This interactive campaign literally personifies 'BlackHeads' as characters and gets audiences and prospective consumers to 'know' these BlackHeads and thus understand not only their causes but also their characteristics via interactive storytelling.
The characters who have names like 'Oily Omkar', 'Sticky Suzy', 'Don BlackHead' and 'Lil Don', live interesting lives on the faces of every user and through they same, ensure that they drive home the point of the key causes of blackheads being oil, pollution and dust. The product plays a unique role in the story – it is the one in a BlackHead's life that 'Shall Not be Named', the only thing that BlackHeads are all afraid of.
Digital has been used as a key medium to launch this campaign with Facebook being the central hub for the campaign and digital banners across sites like Facebook, YouTube, Yahoo, Indiatimes, In.com, the Google Network and other niche sites used to proliferate the message and generate visibility on Digital.
The campaign aims to generate a unique reach of over 20 Million for the BlackHeads campaign on Digital taking users through multiple interactive banners and messages that effectively communicate the product truth.
The key raison d'etre for the BlackHeads characters is to allow teenagers to create a 'talking point' around a traditionally unspoken about category on social media – i.e. pimples and blackheads.
The campaign has launched with a teaser, which currently has consumers guessing who these 'characters' really are.
The objective of the teasers is to create intrigue, generate a sense of likeability for the design but also communicate that these characters coming as actually 'bad' for you.
Commenting on the launch of the BlackHeads, Anuj Jain, marketing manager at Garnier Skin Naturals said: "Pimples and blackheads are usually a taboo subject to talk about openly for teenagers. To enable them to effectively understand and also discuss the causes of blackheads in an interesting and interactive format, we decided to pursue an interactive storytelling format with a strong and disruptive visual approach that catches the attention of teenagers."
FoxyMoron, the Digital Creative and Media agency for the campaign has worked with the team at Garnier Pure Active to co create the characters and their various 'lifestyles'.
HarshilKaria, Online Strategist at FoxyMoron said “The Black Heads is a unique concept that brings alive life on a user's nose. Apart from being visually stimulating, the campaign focuses on core communication and has strong elements of education and zeroing in on the product truth, which is the essence of Garnier communication."
Would be great if you could do an interview with the Online Strategist Harshil Karia and the Marketing Manager of Garnier Skin Naturals giving you an insight of the this campaign launch.
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