Encouraging women to “Open Up to Beautiful Browns”
For more than a century, Garnier India — one of L’Oréal’s leading brands — has developed innovative hair and skin formulas that blend naturally inspired and derived ingredients. Within its line of hair color brands, the company launched a new campaign for Garnier Color Naturals that emphasized color over cover, encouraging women of all ages and hair types to “find their brown” and enjoy the confidence and compliments that come with fabulous new hair color.
To make meaningful connections with new customers, Garnier India knew its creative needed to speak to a diverse range of styles and interests. Using a combination of Studio, Google Web Designer and Display & Video 360, the brand was able to quickly create and serve dynamic ad variations with tailored messages to different audiences in the right context.
Reaching beauty consumers at scale with data-driven creative
Garnier India first used a combination of audience segments to identify 37 core groups across India’s top 35 metros, including Beauty Mavens, Fashionistas, TV Show Audiences, Travel, and Movie Lovers. With its core audiences in mind, the brand’s creative team crafted relevant ad copy and calls to action for each segment. Then, the brand used Google Web Designer, our creative authoring tool, to develop tailored ad copy along with a base set of images.
Using Studio and an automated feed, the brand combined its audiences, images, and copy to generate 100K creative variations. Finally, the brand used Display & Video 360 to serve personalized creative to each audience in the right context.
Garnier served dynamic banner ads with tailored copy for each audience and unique context.
For instance, women reading about their favorite TV shows online were served ads about giving their hair a “colorful twist,” while movie lovers reading about the latest films saw ads for getting “great reviews for your hair, too” with Color Naturals.
Bringing beautiful browns to millions with data-driven creative
Garnier India’s campaign ultimately reached more than 21M unique users in just two weeks. The brand’s dynamic display ads drove a 42% lift in ad recall and achieved a 22% higher CTR compared to its previous campaigns. And considering how long it would take to develop and optimize 100K ad variations, the brand estimates that using Studio, Google Web Designer and Display & Video 360 saved 87% of time on creative development and trafficking.
