For its summer roadshow, Garnier went out to meet millennials with the aim of promoting its Fructis brand to a younger audience. A local and digital brand activation strategy tailored to suit the Millennial lifestyle.
To promote its brand of vitamin-infused hair care products, Garnier concocted a veritable roadshow, the “Superhair Tour”, from 9 May to 29 July 2018. By going out to meet young customers in their everyday lives, Fructis created real-life engagement with the launch of its new #Superfruits brand platform. The truck made stops in 24 cities, including 9 beach resorts, with the goal of meeting millennials where they live or go on holidays.
- Roadshow “Superhair Tour”: 3-month tour through 24 cities
- Product sampling: Showroom + hairstylist diagnosis
- Live experience: photobooth integrating user-generated content
- Sampling + drive to store mechanism: 800,000 potential customers
The truck was transformed into a place of expression for the brand, offering a quick and fun experience away from inclement weather at the very heart of the flow of passers-by. Fructis’s roadshow allowedto make contact with over 800,000 Millennials.
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