Title	HIJACK
Brand	GARNIER, L’OREAL GROUP
Product/Service	PS CREAM (FACIAL PRIMER)
Category	A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Entrant Company	FRED & FARID GROUP Paris, FRANCE
Advertising Agency	FRED & FARID GROUP Paris, FRANCE
Advertising Agency 2	FRED & FARID SHANGHAI, CHINA

Name	Company	Position
Fred/Farid	FRED/FARID GROUP	Chief Creative Officers
Feng Huang	FRED/FARID GROUP	Creative Directors
Feng Huang	FRED/FARID GROUP	Art Director
Liang Liao/Dongliang Wang	FRED/FARID GROUP	Copywriter
Gregoire Chalopin	FRED/FARID GROUP	Business Director
Yahui Chen	FRED/FARID GROUP	Account Director
Fan Yang	FRED/FARID GROUP	Account Manager
Liang Liao	FRED/FARID GROUP	Media Strategist

Results and Effectiveness

We have reached a massive awareness and talkability for the brand on the Chinese most popular social media platform Weibo, with very small media budget. We have, through one simple activation on Nov 12th 2013, reached the talkability of 7,000 reposts and 4,000 comments within 1 hour, 42,000 reposts and 9,000 comments within 3 hours. It amounted to top 5 hottest Weibo within 4 hours and reached the huge audience coverage of 276 million views in total. With this one simple activation planned and executed within half day, we have surpassed the KPI of 3 months within 3 hours!

Creative Execution

This digital campaign has comprised of a minisite, social media activation, EPR with the synergy from in-store activities and offline events. Majority of the weight has been put in the social media activation, considering the TA’s heavy usage of the social media, especially on the Weibo. To maximize the awareness and talkability of the product with limited media budget, we focus our strategy on the hijacking of the trendy topic, which owns the strong relevancy with the “PS For Real” concept. The social team monitored the hot topics with the most user engagement 24-7. We identified those hot topics, both embracing the same TA group and having a strong association with the products, and then planned and developed real-time creative ideas to create buzz and engage with consumers on the social media. Social media and EPR campaign will then be planned to extend the synergy created by trendy topic hijacking.

Insights, Strategy and the Idea

Ranking only 15th in the country’s skin care category, Garnier China launched in 2013 Garnier PS cream with the ambition to become the preferred brand of the Chinese new generation. The communication objective is to emerge the brand from the crowd with strong resonation among the young Chinese generation with a strong buzz & WOM. The target audience are mostly young, dynamic, me-centric and like to photoshop their own pictures with mobile apps before posting on social media. With limited media budget from the client, our strategy is to hijack the trendy topics on social media under the digital idea “PS For Real” and make Garnier PS Cream the hot topic, with and the support of a digital platform, EPR and drive to store mechanism. This digital hijacking strategy allows us to boost strong talkability and enormous media exposure on the product and the brand with limited media budget.