Content marketing case study: Garnier gets 6m social shares with Vice music tour

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Back in 2013, VICE's music channel Noisey and Garnier Fructis launched a college tour in the US. This case study looks at how the hair brand married style with substance to get its core youth audience visiting in droves, enjoying 3 million video views and 6 million social shares.

Case study summary

• Hair brand debuts National college bus tour across 21 states with 7 campus

• Combined with Vice video series Style Files featuring emerging artists with amazing hair, including product integrations and styling

• Results get a huge 4m unique visits to Style Stage, with 3.2m video views and 6m social shares

The challenge

How do you reach your target audience of digitally savvy college students? Hair brand Garnier Fructis worked with Vice Media to build affinity for its products among young people. The solution? To create a nationwide college music tour to show off people with the best hair of all- music stars.

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The solution

Vice Media partnered Garnier Fructis with Noisey, VICE’s music channel, a youth audience by exploring the “intersection of hair, style and music” via a dedicated platform called Style Stage featuring experiences, events, original video and editorial content and more.

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The tour visited seven college campuses across the country throughout April.
Style Stage celebrated the launch with an original documentary film, featuring intimate interviews with Chairlift, Alexis Krauss of Sleigh Bells, IO Echo, Eve, Tegan and Sara, and more. View the full documentary on the Noisey channel here.

It also ran a massive launch event during SXSW, including sampling and styling stations and an impressive roster of performances.

The national college bus tour across 21 states with 7 campus stops that included on- and offline auditions to host one of our original video series, Headhunter.

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In addition, a series called Style Files featuring emerging artists with amazing hair, including product integrations and styling. Vice also ran an original music video series, themed around Garnier Fructis brand attributes.

Media directing to the Style Stage; videos were seeded across VICE, Noisey and Garnier Fructis sites and social extensions -- all amplified by print and in-store advertising directly tied to Style Stage campaign imagery featuring emerging artist.

The results

Garnier exceeded program KPIs across the board. Debora Koyama, Assistant Vice President of Marketing, Garnier Fructis, said: "Personal style and self-expression are tremendous in the music scene, especially among emerging artists. Our hosts will act as your trusted curators of style, giving unique insider access to the looks they're seeing now with a nod to what's coming next."

Full results include:

• 4,000,000+ unique visitors to Style Stage
• 3,200,000+ video views of video content
• 6,000,000+ total social media impressions delivered
• Significant brand lift in familiarity, consideration and recommendation (especially among women who were already familiar with the brand)

View the documentary trailer here:

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