Overview & Strategy
A lot of brands, especially beauty brands, began talking about being environmentally friendly. But Garnier is not just a green brand. It is a brand whose purpose is to make everything related to beauty green, from how it sourced its ingredients to how it interpreted the concept of beauty and how it processed beauty waste.
The brand chose to highlight and engage with is plastic pollution - a pressing challenge in recent decades. In 2019, Garnier Indonesia’s plastic usage was 1,142 tonnes. The company made a commitment to save as much as 402 tons of new plastic by 2022 and that its product packaging would no longer use new plastic by 2025. eRecycle is a digital technology-based application for picking up segregated waste using an application-based smartphone.
Garnier Indonesia partnered with eRecycle to provide a way to provide solutions to help people carry out recycling programs and contribute to overcoming plastic waste in Indonesia. But not enough people were aware of Garnier’s brand purpose that promotes green beauty.
Compared with general cosmetic products, the market share of green cosmetic products in Indonesia remains relatively low. The intent to purchase was clearly there, as one study indicated that nearly 63% of consumers had the intent to buy green skincare products. A lot of brands, especially beauty brands, began talking about being environmentally friendly.
We leveraged the power of partnerships, consumer education and social influence to create a groundswell around Garnier’s sustainability efforts, especially around plastic recycling.
This had to be a campaign that showed Garnier’s commitment to be green in everything that it did. All of the content, activities, and partners in this campaign would be green beauty approved, to amplify the core message and establish green beauty as the new standard in beauty practice.
The message was simple: by downloading the eRecycle app, your plastic waste will be picked up!
This is the first time that Garnier Indonesia has produced a sustainability campaign that focuses not only on communication but also on all touch points (product, packaging, factory, and material source), as well as providing consumers recycling services.
We realized we needed to target green living enthusiasts as "early adopters" in big cities who are eager to be a part of the program and want access to additional information about recycling and taking care of the recycling program. With the goal of boosting green living knowledge, we target the audience Male Female 18-39 years old who live in the 10 major cities where eRecycle home pick up service is available.
Execution
We leveraged a greener way of creating the campaign itself.
The main campaign (Green Beauty) film was produced entirely using recyclable material with a 3D printer: https://www.youtube.com/watch?v=R--kSTXHUrA&t=1s
Public opinion in support of the campaign was sparked off through a press conference with the Brand Team, Ministry of Environment, Activists, and celebrities - Chelsea Islan & Joe Taslim. Green beauty influencers who supported environmental sustainability were roped in.
Green PR activities included coverage on CNN Indonesia with Garnier and the Ministry of Environment, a series of seminars and talkshows with KataData that involved many green supporters, experts, and activists.
We entered into a community collaboration with Green Movement Indonesia by launching pack waste drop boxes at major supermarkets, and a Mobile eRecycle Truck to collect and drop plastic waste.
The Green Beauty campaign is then followed by a call-to-action phase of #Onegreenstep, which uses influencers and celebrities to encourage people to act and begin doing modest steps toward #GreenBeauty.
Results & Business Impact
We were able to exceed the target set for downloaders of the eRecycle app by 110,000 downloads (almost 3 times of KPI 40,000).
The Green Beauty film successfully engaged with over 21 million viewers in one month, and overall 59 million views and 1.8 billion impressions, resulting in 322 million engagements, over 150,000 website visits (garnier.co.id/green-beauty) and contributing over 110,000 recycle app installs (e-recycle play store), along with 1.285 organic social media conversations, including community webinars & 34 Green Enthusiast Communities.
The campaign successfully made Garnier the Top-5 preferred product for Green Living Enthusiasts in Indonesia (Data from Google Insight, April 2021) and in less than one year, #OneGreenStep campaign manage to achieve 66% Brand Awareness among target audience (Kantar, June 2021).
It generated huge buzz on social media, both as KOL content and as a promoted trend.
On YouTube, the campaign achieved 67 million views, with view rate of 40% (against the benchmark of 34% and completion rate of 33%) and total of 322 million engagements.
On Facebook and Instagram, there were 147 million impressions at a CTR of 14%, which was lower than the target.
On Twitter, the campaign achieved 14.3 million impressions, it was a trending topic for 3 times in a row, with 3.8K tweets.