Garnier
By leveraging a multi-format strategy as part of a recent campaign on Snapchat, Garnier was able to achieve its key aim of driving purchases of its Pimple Patches among male consumers in Germany.
“For the launch of Garnier’s Pimple Patches, Snapchat emerged as a perfect partner to successfully position the product across a wide unisex audience. The brand uplifts among females & males truly speak for themselves confirming that we successfully reached and engaged the intended audience.”
- Alisa Müller, Senior Media Manager Garnier Skin Care
The Pimple Patch Puzzle
Pimples are a fact of life. They affect almost everyone – regardless of gender. And yet Pimple Patches are often perceived as a female-centric product. The well-known beauty brand needed to launch a campaign that would set the record straight. To drive purchase intent among male consumers in Germany, Garnier needed to deliver effective messaging rooted in a gender-neutral targeting strategy. Enter Snapchat.
Reframing the Narrative with Snapchat
Garnier launched a multi-format Snapchat campaign at the start of February, which featured AR Lenses, Snap Ads, and Story Ads. The Ads highlighted the product’s benefits in short, snappy messaging designed to instantly resonate with Snapchatters, who navigate an abundance of advertisements on a near-constant basis.
Meanwhile, the AR Lens allowed Snapchatters to gamify the skincare experience, challenging the community to obliterate spots – against the clock. As blemishes were digitally imposed on the Snapchatter’s face, they had 20 seconds to remedy them using Garnier Pimple Patches. The goal? An unblemished record.
Rather than filtering by gender, Garnier simply targeted users aged between 18 and 35. The campaign’s success was measured by analysing brand metric variations between Snapchatters who saw the ads, and a control group who did not.
From Awareness to Action
The results of Garnier’s six-week campaign were far from cosmetic. By partnering with Snapchat, the brand achieved an 8-point lift in ad awareness and a 9-point lift in product awareness, across all demographics and ad formats 1. In keeping with its initial aim, Garnier also saw a 4-point increase in buying intent among male audiences 1, which reinforced the effectiveness of the brand’s gender-neutral approach. The power of a multi-format approach was even further reinforced as results confirmed that Snapchatters who were exposed to more than one ad format drove the highest lifts in product awareness.
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