All Day Breakfast

GARNIER SKINACTIVE

Mask. Relax. Glow.

To launch Garnier’s latest SkinActive masks, our team tapped into the booming self-care movement. The goal was to make masking a natural part of the digital entertainment routine. Instead of running generic ads, the campaign sought to meet users exactly where they were, turning a mass awareness push into a highly personalized, relevant moment for every viewer on YouTube.

APPROACH

The strategy leveraged YouTube’s Director Mix technology to deliver hyper-relevant content at scale. Rather than a one size fits all creative, the team at Publicis produced 65 unique variations of the 6s bumper ad format for Mask. Relax. Glow. This dynamic tool allowed for the automatic swapping of text, audio, and visual elements based on what the user was watching, ensuring the message resonated specifically with their current interest on YouTube, from travel to film.

CONTEXTUAL RELEVANCE

The power of the campaign lay in its specific contextual hooks. By analyzing top YouTube search categories, the copy was tailored to match the user's intent. A user searching for the Avengers: Infinity War trailer saw "Not all heroes wear capes. They wear masks," while someone looking for meditation music saw "Make masking your new mantra." This precision targeting generated nearly 24 million impressions, proving that mass reach can still feel personal.

AGENCY

Publicis, 2018

EXPERTISE

Innovation
Social Strategy

IMPACT

24M impressions