Garnier Men: Guys Listen Up

Most Singaporean men think that skincare is sissy. To make them listen, Garnier Men via Publicis, Singapore turned to the ladies to start the conversation. We seeded a viral video of a couple breaking up over oily skin, which got guys talking about their complexions on forums. These conversations drove traffic to our interactive microsite, with an exclusive music video that viewers can watch, customise original lyrics and send to friends. Shared on Facebook, these entertaining user-generated videos increased brand interaction by 600% and sales by over 630% in the first week.