Featured in a Flash of Genius in our Digital IQ Index: Beauty| Germany report, Garnier tapped online and social media communities in Germany to distribute samples and create awareness about product launches. Through the Discover Garnier portion of the site – promoted extensively on Facebook – the brand invites customers to test and review not-yet-released products. Garnier gave away 75,000 BB cream discovery packets in November, which helped attract 30,000 new Facebook fans. Garnier is now one of the top stand-alone German Facebook pages.
Several factors contributed to Garnier’s success: a permanent section of its site dedicated to new products and reviews, Facebook integration, and distributing a large enough quantity of samples for widespread participation.
Garnier is among 8% of brands with an Amazon storefront. It appears on 9.5% of Skincare searches on Google.de, which makes it the fifth most visible Beauty brand on the search engine. The sampling program is just one example of its all-around ‘Gifted’ digital strategy.
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