Digital is the way. More brands are embracing digital to connect meaningfully with their target consumers. And more brands are making exclusive use of the medium. Hair care brand, Garnier Fructis has taken the digital route to launch the brand’s new face – actor Alia Bhatt. Incidentally, this is the first time that Garnier Fructis has signed on a brand ambassador in India.
The announcement was made exclusively on digital, where Alia reveals that she is the new Garnier Fructis Brand ambassador through a digital film. Conceptualized and produced by digital marketing agency FoxyMoron, the one-and-half minute video film features Alia sharing her favourite hair memories and the importance of her hair.
Prior to the exclusive launch, the brand did create a buzz across the Garnier Fructis Facebook, Twitter and Google+ platforms. The brand leveraged all platforms to reach out to its fans and followers with the big announcement. Fans were invited to guess from the #10ThingsAboutHer that the brand shared every day until the digital reveal.
Each of the 10 hints were accompanied with visuals and managed to get fans make the right guess. At the end of this, Garnier Fructis updated its Facebook cover photo with Alia as the brand ambassador, while sharing Alia’s Hair Affair through a dedicated microsite.
In addition to featuring Alia’s video, fans and users have been given the opportunity to share their own ‘Hair Affair’ stories with Garnier Fructis. Through the ‘upload your hair affair’ tab, a user can share her story with a picture by logging in through Facebook or regular email. These stories are about favourite memories of their hair and the importance of their hair in their life. Users stand the chance to win brand hampers.
The same activity has been included on Twitter. Users can share their favourite hair memories using the campaign hashtag #HairAffair and have them featured on the microsite next to Alia’s. The ‘Diaries’ tab features hair affair stories sent in by users.
The social media platforms of the brand are reaching out to all its fans and followers to share their favourite hair memories at the microsite. The Twitter page is running it as a contest asking users to share their #HairAffair stories for a chance to win brand hampers.
— Garnier Fructis (@FructisIndia) June 13, 2014
Building brand affinity for the new
For a hair care brand that stood its own with the power of its ‘Long & strong’ or ‘Goodbye Damage’ pitch, without being endorsed by a celebrity, roping in an actress like Alia Bhatt in 2014 might require a whole new branding. The choice of going digital first and leveraging social media to spread the word has been a good start.
Storytelling is a great tool for branding and hence #HairAffair is a good idea to start brand conversations. It also gets users involved with the brand’s new communication by associating the shampoo with fond hair memories, which will help build the initial bond. The challenge would be to continue the hair affair with its fans, while building a brand story in the process.