Garnier Fructis Goodbye Damage Digital Marketing Campaign

FML (Fix My Locks)

A campaign to promote the new Garnier Fructis Goodbye Damage range through a

simple message- We will fix your locks!

Promotion Plan

Content Strategy• Broken relationship with bestie or broken

relationship with your hair? Tell us how did you make up for the damage? The Garnier Fructis Goodbye Damage believes in fixing, whether your pretty locks or your damaged relationships. Write your story in 50 words and send it to us on mystory@blah.com.

Facebook Post Ideas

• The Garnier Fructis Goodbye Damage Range reverses the damage in just 3 washes. Tell us how many attempts it took you to make up with your frenemy?

• The Garnier Fructis Goodbye Damage Range contains the goodness of Amla, which gives your hair 4 times lesser split ends and stronger hair. How strong is your relationship with your bestie?

More..

• The new Garnier Fructis Goodbye Damage range consists of quick wash oil. Wash off the hair oil the smart and quick way. Flaunt your pretty locks!

• Garnier Fructis Goodbye Damage Oil is a mixture of coconut, almond and olive oil. The goodness of three fights the damage quickly!

• Our Goodbye Damage Range will make for all the hair damage in just 3 quick washes. Feeling

gorgeous already?

Contest/Game/Quiz Ideas

Contest 1- Damage Hush, Dil KhushTarget Audience- Young women • Aged- 16-24 years• School and college students, working professionals

The new Garnier Fructis Goodbye Damage range loves happy relationships. It believes in fixing

the damages in an easy, quick and fun way. The Damage Hush, Dil Khush contest celebrates the beauty of relationships. Click a photo with your best friend, frenemy or someone you love. Give

it a caption or a quote. Send it to us.

Why do Winners get?

• The best five entries will win hair treatments worth Rs. 2000 each at Blah! Clinic.

• A complete hair makeover/surprise goodie bags.• A chance to feature on the Cover Photo of the

brand page for a week.

Why this?

• The participants will be asked to share the posts before they take part. (Sharing)

• New Participants will have to like the page (More Likes)

• People will share their personal stories. (Personal Touch)

• The winners will get surprise goodies. (Mystery)

Quiz 1

• Target Audience- Girls aged-18 -30 years Keeping in mind the concern over women

safety in India in general, Garnier Fructis Goodbye Damage presents, ‘Dare you Damage!’ an initiative to encourage women to repair the damage from their everyday lives. Take the quiz and tell us how you deal with the everyday damage-

Questions

Do you carry a pepper spray while travelling at odd hours?

• Yes, all the time• No, what’s the need?

How do you deal with eve-teasing?

• Ignorance is Bliss• I scream for help

QuestionsTell us the women helpline safety number?

• 1091• 1111

What safety tools do you carry in your car?

• My make-up kit• A super-sharp knife

Quiz 2

• GoodBye Damage Family Quiz! Introducing the Garnier Fructis addicts to our

new Goodbye Damage Family! We will create the caricatures of each product -the shampoo, conditioner, serum and the oil and introduce them together as a family. A family that takes care of all the damage.

Questions

1. How is the new Garnier family different?

• They love Orange• They are green• They give me long and

strong hair• They strengthen my hair

2. Which of the Garnier family member has Amla in it?

• The Shampoo• The Conditioner• The Serum• The Oil• All of the above

Questions

3. How many washes does the family take to repair the damage?

• Just one may be• Oh, its two for sure• Three• It’s five• Six Ya

4. What are ingredients in the Goodbye Damage Hair oil?

• Almond• Coconut• Olive Oil• None• All of the above

Promotion Plan

Ideas for Hashtags• #Fixmylockscoz• #garnierwillfixmylocksand• #damagehushdilkhush• #garniergoodbyedamagefamily• #Dareyoudamage• #goodbyedamagegoodies• #garniernodamage

Contests

• Contest 1- Tweet with the hashtag #garnierwillfixmylocks and tell us how Garnier has fixed your pretty locks and saved you from hair damage. Win Goodies. Bring Garnier family home.

Contest 2- Tweet With #damagehushdilkhush and tell us the unique ways how you make it up to

your hair for the damage.

Contest 3- Tweet with #dareyoudamage and one of your friend’s twitter handle. Ask

your friend to participate in the quiz on Facebook. Goodies for you and your friends.

Video 2

• We create a 30 second video, a personal story of a participant on how she made up with her bestie after a fight. A participant who has broken up with her bestie will go to her house. She will knock the door, meet her friend, hug her and say a sorry. She will gift her Garnier Fructis Goodie bag. I fixed up my relationship with Garnier. Have you?

Video 2

• A video presentation of the Facebook Damage Hush, Dil Khush contest! The 30 second video will showcase 15-20 photos sent by the participants for the contest.

Click to Play the Dummy Video!

Promotion Plan

• Creating different boards for different quiz and contests already running on Facebook.

• Pinning Fans Pictures.• Pinning DIY Hairstyles.• Pinning Hair tips and Quotes.

Promotion Plan

• Using hashtags to create awareness about the on-going contests on other social media channels.

Google- SEO/SEM• Idiva.com• Pinkvilla.com• Fashionara.com• Yahoo.com (Lifestyle)• Timesofindia.indiatimes.com• Shopnineteen.com• Nykaa.com• Youtube.com• Healthkart.com• Snapdeal.com• Fashionandyou.com• Womansday.com• Bebeautiful.in• indusladies.com• stylecraze.com

Thank you for your time