Garnier Men India

Success Story

Driving sales with missed calls and cricket

Using a click to missed call ad product that Facebook designed specifically for the Indian market, Garnier Men drove contest entries and saw a 2.5X increase in online sales from the previous year.
  • 15 million people reached
  • 16X more calls generated from Facebook click to missed call ad unit than all other digital and print media combined
  • 94% more efficient cost per call on Facebook compared to other digital and print media combined
  • 2.5X online sales, year-over-year

Their Story

Leader in men’s grooming

Garnier Men is India’s premier male grooming brand. Owned by L’Oreal, the brand is a world leader in cosmetic products, and has a reputation for innovation and excellence.

Their Goal

A sporting chance

Garnier Men is the official grooming partner for India Premier League (IPL) cricket franchises Rajasthan Royals and SunRisers Hyderabad. Garnier Men wanted to take advantage of the excitement around IPL to strengthen brand association, and ultimately drive sales of its Garnier Men products. The campaign aimed to drive IPL contest entries and visits to its e-commerce website, Flipkart.
When we were approached by Facebook to become the first brand globally to take part in the click to missed call innovation, we were excited to try it out. It has reaped rich dividends and has been highly impactful.
Rupika Raman, General Manager, Garnier

Their Solution

Leveraging a local custom

Facebook created a click to missed call ad campaign for Garnier Men, in partnership with ZipDial, to use in its IPL contest campaign. This new ad type powers engagement not only on Facebook but also offline. After clicking and dialing, the user continues to engage with the brand's content, therefore driving downstream impact and business results for the advertiser even when the user is offline. The follow-up engagement and usage analytics are powered by ZipDial.
Missed calls are a common form of communication in India. People will call a friend’s number and hang up before the call is answered as a form of low-cost messaging. Businesses often incorporate missed calls into their campaigns by advertising a missed-call phone number on television, billboards and print. When people call, they get disconnected automatically (and not charged), and then immediately receive a return call or text message from a call center or automated system. The call or text may prompt a survey, deliver a product or brand message, or ask the caller to fill out a lead generation form.
Garnier Men ran photo ads on News Feed, targeting men aged 15-35, asking them to click to call for a chance to meet players from Rajasthan Royals and win match tickets or official merchandise. When someone clicked on the ad unit, a number was auto-populated in their phone dialer and a number was called. The call then dropped after a couple rings and the caller received an SMS with trivia questions to answer to enter the contest. The caller was also presented with a Flipkart link to purchase products.
ZipDial, a partner in Bangalore, India, provided the phone number. The campaign ran from April to May 2014.

Their Success

Click to sales

Facebook helped Garnier Men use a new kind of ad to reach its target market. The campaign achieved the following results:
  • 15 million people reached
  • Facebook click to missed call ad unit generated 16X more calls than all other digital and print media combined
  • Cost per call on Facebook was 94% more efficient than other digital and print media combined
  • 2.5X online sales, year-over-year