Garnier Green On
Main category
B2C
Sub-category
4. Ceremony, 9. Roadshow, 14. Brand Activation
Watch the event video
Event Description and Key Objectives
The Garnier Green On was an immersive, nationwide campaign aimed at promoting Garnier’s sustainability efforts and product efficacy, targeting eco-conscious consumers, influencers, and media.
The key objective of the Garnier Green On campaign was to strengthen Garnier's brand positioning by aligning its rich heritage with a commitment to sustainability. The event aimed to create a meaningful connection between the brand and its audience by showcasing Garnier’s evolution and eco-conscious initiatives. The campaign sought to increase consumer trust and engagement, raising awareness of Garnier's sustainability goals.
Participants were expected to leave the event with a deeper understanding of Garnier's product efficacy, green beauty innovations, and commitment to a more sustainable future.
Key challenges
The goal was to inspire participants to actively engage with Garnier’s eco-friendly products and share their experiences, thereby influencing both brand perception and consumer behavior.
To create an engaging and transformative environment for the Garnier Green On campaign, we designed a participant journey that combined emotional resonance with immersive learning, starting in Warsaw and extending to a nationwide roadshow, supported by a robust 360-degree campaign.
Modular, reusable scenography and rented containers minimized environmental impact, while the roadshow's presence in public spaces broadened access, ensuring lasting physical and emotional engagement.
Basic information about the event
Name of the organiser
Creative Pro (PL)
Location
PKiN, Warsaw, Poznan, Cracow, Gdansk, Wroclaw
Event duration
4/1/2024
Client
Garnier
VOTING LINK
Event results
Creativity
The core creative idea centered on crafting an immersive, interactive experience that blended Garnier’s rich 120-year history with cutting-edge technology, making sustainability engaging and memorable for consumers.
Participants explored the Green Beauty Zone, where eco-workshops highlighted sustainable beauty practices and Garnier's commitment to eliminating virgin plastic. In the Green Science Zone, motion-controlled displays showcased the natural ingredients behind Garnier’s formulas, offering an engaging exploration of green innovations.
The journey concluded in the Mega Brand Pop-Up, featuring live product experiments and interactive workshops, deepening participants' connection to Garnier’s sustainability efforts.
Innovation
One of the standout innovations was the AI-powered Garnier Time Machine, which allowed participants to insert themselves into vintage Garnier ads, seamlessly merging the brand's past with its sustainable future.
Additionally, the event featured interactive exhibits such as the 270-degree Garnier History Animation and the Green Science installations, where visitors explored natural ingredients through motion-controlled, immersive displays.
The use of modular, reusable scenography and rented containers underscored Garnier’s commitment to sustainability while maximizing flexibility across multiple event locations. The creative integration of digital, physical, and eco-conscious elements made the campaign both innovative and impactful.
Execution
The campaign not only allowed consumers to get to know the brand better but also brought the brand closer to them through live interactions with the Garnier team.
By reaching over 500,000 customers and generating significant leads, the event not only reinforced Garnier’s green vision but also fostered long-term relationships with influencers, media, and consumers.
Measurable results
The Garnier Green On campaign successfully met its objectives, building strong brand connections and promoting Garnier’s sustainability message. Over 500,000 visitors attended in person, generating 11,500 leads, while 24,573 bestseller testers and 17,229 new product testers were distributed.
Communication
The roadshow expanded reach and engagement across multiple cities, and the digital impact was impressive: a 76% reach among the target audience (ages 18-44), 4.17 million engagements, 263 million video views, and 26 million impressions.
Sustainable practices
The Garnier Green On zone was adapted to the conditions and possibilities of each location while maintaining the same set design to minimize the negative impact on the environment.
The campaign demonstrated eco-conscious effectiveness, with a carbon footprint of 23.39 tons CO2, mitigated through sustainable practices. 27% of materials were repurposed, and 65% were reused for future events.
Using local crews and modular, reusable scenography minimized transport emissions. These outcomes highlighted both business impact through consumer engagement and cost efficiency, underscoring Garnier's commitment to sustainability.
