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Unlike standard coupon activations, this campaign redefined precision-led omnichannel engagement. It integrated multiple retail ecosystems — Indomaret, Alfamart, and Alfamidi — supported by Grivy, Samsung, and telco channels, ensuring seamless access across user preferences. While most FMCG campaigns focus on redemption volume, Garnier used this as a brand equity accelerator, connecting digital participation to measurable shifts in awareness, loyalty, and advocacy. With a +33% growth in total brand equity and stronger recall than any competing Micellar brand, this campaign proved that performance and perception can grow together when strategy, data, and timing align.
From clicks to confidence — making beauty accessible and measurable.
The Garnier Micellar Water campaign reached over 15 million impressions, converting digital curiosity into thousands of coupon claims and thousands of verified store redemptions. The journey was designed to be simple yet powerful — users were invited through Grivy’s multi-channel ecosystem, authenticated easily, and received personalized reminders. This approach maximized participation, particularly among young consumers, while maintaining balanced gender engagement. Garnier’s campaign measured emotion as much as action — integrating brand equity surveys to track changes in recall, loyalty, and advocacy before and after exposure.
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Transforming digital engagement into measurable brand love.
The campaign aimed not only to drive trials but to quantify brand impact — proving how coupon engagement influences awareness, preference, and intent. It also sought to improve redemption efficiency while deepening Garnier’s presence among new and existing skincare users, particularly young adults transitioning into self-care routines.
Omnichannel activation powered by behavioral precision.
From redemptions to reputation — Garnier made precision emotional.
Through Grivy’s connected ecosystem, Garnier didn’t just achieve reach — it redefined relevance. The campaign’s smart reminders, broad retail access, and behavioral targeting drove 3x higher engagement in the final week, converting passive awareness into active trials. Post-campaign surveys confirmed a +33% brand equity lift, with recall soaring above 90% and NPS climbing into the top tier of personal care brands. Purchase intent and repurchase rates also strengthened, proving that even small incentives can drive major impact when combined with clear communication and timing precision.
