Garnier

Events | Digital

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Field

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Awareness
Garnier Marketing Campaign

Garnier's marketing campaign dedicated to the launch of the new Pimple Patch stood out for its ability to authentically connect with Gen Z, involving thousands of university students in major Italian cities. The goal was twofold: to promote an innovative product in the skincare segment and to strengthen brand awareness among young people, through an effective and memorable activation on the territory.

Customer

Garnier

The brief

Product: Pimple Patch – invisible patches against imperfections
Target: Students aged 18-26, interested in smart and fast skincare
Objective: Awareness and product trial, avoiding traditional advertising channels

Solution:
UniversityBox has activated a high-penetration experiential campaign in the university world, combining DEM, push notifications and native content on digital touchpoints.

The realization

For this one Garnier marketing campaign, strategic points have been selected near the main Italian universities, in cities with a high student concentration: Rome, Milan, Naples, Palermo, Bari, Turin, Bologna and Florence.
At each of these stages, a Garnier-branded information point has been set up, staffed by trained and recognisable ambassadors, with the aim of:

  • Introducing the new Pimple Patch explaining its characteristics and benefits;
  • Distribute gadgets branded and free samples to students;
  • Stimulate interaction via QR code for reviews and social engagement.

Students responded enthusiastically to Garnier's marketing campaign, attracted by the opportunity to try the product for free and receive useful and trendy gifts.

Visit the site Garnier

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Selected services

out of home
flyering
sampling
dem
push

CAMPAIGN RESULTS

Flyer
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Sampling
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Digital Communications
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Survey Responses
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Garnier’s marketing campaign achieved excellent participation, thanks to a dynamic approach, an immersive brand experience and an effective digital tracking system. The format proved successful in activating the student target, generating qualified leads and collecting useful insights for the brand.

Through digital channels, the campaign reached 225,000 students, while on-field activities directly involved 97,000 students at various stages of university. These results confirm the power of the integration between physical and digital strategy in connecting brands with Gen Z in relevant and high-density contexts.