GARNIER FRUCTIS
Festival
Hair Trends
Garnier Fructis needed to reignite its connection with a younger Canadian market. To reach this audience authentically, a bold, cross-channel social campaign was developed. The strategy hinged on an exclusive partnership with Coachella, positioning Fructis at the center of one of the world's most influential music festivals.
APPROACH
The campaign was built to own the digital festival experience. In collaboration with Google, Garnier secured a 100% share-of-voice sponsorship for the official Coachella YouTube live stream. A high-frequency mix of 6s bumper and 15s pre-roll video ads was deployed, ensuring massive brand visibility during peak viewing moments.
VERTICAL VIDEO & GAMIFICATION
Snapchat drove consideration through 10s vertical video ads within curated Coachella Stories. These ads featured a swipe up to festival hair tutorials, positioning new Fructis products as festival essentials. To deepen engagement, a "Super Fruits IQ" mobile-only quiz, inspired by the popular app HQ, ran on Snapchat and Instagram for audience acquisition.
AGENCY
Publicis, 2018
EXPERTISE
Content
Social Strategy
IMPACT
550K+ impressions
Based in Montréal, working worldwide.
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