All throughout last July, “natural” personal care brand Garnier, part of L’Oreal Group, pioneered a one-of-a-kind cross-functional collaboration with Facebook, its media agency UM, and @Eswaratti, a KSA-based leading influencer in fashion, beauty, and lifestyle, to develop Garnier’s first branded content ads campaign in the region around its Ultra Doux haircare products line.

This Facebook product, specifically designed to fit the Consumer Product Good vertical and the Beauty sector in particular, was successfully leveraged in Garnier’s media strategy, alongside its global assets, to elevate brand equity.

Here’s what Myriam Bunni, Senior Brand Manager Ultra Doux at L’Oreal Group, told us about the campaign.

What were the main goals for the digital campaign that ran on Facebook platforms?

We set up this campaign with the main goal of creating winning educational yet engaging content, in order to elevate Ultra Doux’s brand equity and drive its naturality megabrand.

With hair treatments being a main focus for the brand, we needed to create a unique way of communicating the USPs of our key SKU, the leave-in cream. Leveraging our relationship with our garnier influencer Mimi (aka @Eswaratti) and the Facebook Creative Shop, we created an authentic communication platform to educate consumers on the product. The marriage of native influencer and brand content was the perfect mix to increase brand awareness and drive purchase intention.