Garnier Ramadaniyaat

In the bustling landscape of Saudi Arabia, Garnier, a beloved beauty brand wanted to strengthen its connection with the younger audience. Traditional Ramadan programming, felt out of touch with a generation navigating modernity. The challenge was clear: how could Garnier, a brand rooted in self-expression, authentically engage Saudi youth during Ramadan, a pivotal sales period, without resorting to conventional, often-ignored advertising? We needed to break through the noise, build cultural resonance, and transform engagement into tangible market share. This wasn't just about visibility; it was about becoming a true content creator, speaking their language, and sparking genuine connection.

We dared to redefine Ramadan content. Instead of interrupting the youth's experience, we became part of it. Our pioneering idea: "Ramadaniyaat," a bold, youth-led talk show on Shahid, Saudi Arabia's largest video platform. This wasn't your typical beauty brand content; it was a vibrant, humorous space where provocative topics like relationships, breakups, and self-expression were openly discussed. We blended music, comedy, and dance, creating an entertaining experience that resonated deeply. By partnering with Shahid and leveraging key influencers as hosts and guests, we ensured our message reached the right audience, transforming Garnier from an advertiser into a cultural commentator, truly living within their community.

The impact was extraordinary. "Ramadaniyaat" didn't just meet expectations; it shattered them. Garnier achieved its highest sales season ever, surpassing even pre-COVID levels.

The show became the #3 top rated in its category on Shahid, demonstrating unprecedented engagement.

Brand love among youth soared by a staggering 85%.

Market share grew, doubling our target and showcasing a significant increase against the previous month.

The immense success of the campaign led to the commissioning of Season 2, which drove a 4.5x increase in playtime hours and a 119% increase in total plays.

This is an example of media that mattered, and authentically connected with its audience, all while delivering exceptional results, and ultimately proving that bravery pays off.