The Web Marketing Association is proud to present this 2017 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

GARNIER USA | ZETA


GARNIER GROW STRONG CHALLENGE

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Best Retail Email Message

Garnier Grow Strong Challenge
STRONG HAIR GAME

THE TARGET
With this email, generally, we were targeting openers/cllckers of previous Garnier hair product emails. More specifically, new opt-ins active and non, 0-6 months active, ages 18-34.

THE CHALLENGE
Garnier wanted to introduce Grow Strong, a new range of shampoo, conditioner and hair treatments formulated with a Powerdose of Active Fruit Concentrate and Ceramides to make every inch 10x stronger* for long, longer hair.

THE ANSWER
Build buzz and excitement about the new line. We wanted to raise awareness and generate engagement around the launch by encouraging consumers to pledge to take the “Grow Strong Challenge”. Plus we could amplify the messaging with an “influencer” push—using up-and-coming recording artist Rachel Platten’s kick-off video for her hit “Fight Song”.

THE WORK
#GrowStrong Challenge is front and center with Rachel’s video strengthening our messaging.
Our hero video builds excitement around The Challenge and emphasizes “Stronger Hair, Stronger You”, while the secondary module focuses on the product line and highlights the Grow Strong benefits. Content is minimal, letting design drive creative, while still hitting key product features in the copy.

THE RESULTS
This email was a major hit! It garnered above average delivery rates, 5.40% above benchmark open rates and 3.12% above benchmark click-throughs. And socially, it went above and beyond, generating thousands of Grow Strong Challenge entries.

Contributors:

Executive Creative Director: Suzanne Darmory
Global Creative Director: Christine Cucuzza
Senior Art Director: Justin Hale
Senior Copywriter: Kristin Brennan
Senior Account Manager: Sarah Moore

ZETA

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.