Best Shopping Email Message

THE TARGET
With this email, we were targeting women ages 25-49, who live a healthy lifestyle and seek out wholesome products. We also targeted women deeply connected to their family who have a strong sense of community, as this email contains Mother’s Day messaging too.

THE CHALLENGE
Garnier wanted to introduce the wholesome goodness of the new line, Whole Blends, while also tying the messaging closely to Mother’s Day due to the target audience and the timing of the launch.

THE ANSWER
To help create excitement around this new line, we also wanted the customers to engage with Garnier as a brand—to do so, we encouraged customers to enter the #WholeBlendsSweepstakes. This allowed us to drive brand awareness for this new product line in a fun, social way.

THE WORK
As this was a new line with different packaging that the Garnier customer hadn't seen before, we included big, bold visuals that highlighted each product and its individual benefit. We used animation to create anticipation for each product, and showcase them in a fresh and unique way. The content also speaks to Mother’s Day, giving the overall creative a very loving feeling.

THE RESULTS
For the first time for Garnier, this campaign reached a 4% click-through rate across multiple segments. From the hair engaged segment specifically, this campaign had over a 4% click-through. And, unique to Garnier, the over 54 segment was the most engaged segment, making this a distinctive campaign (and one that was highly successful).

Contributors:

Executive Creative Director:	Suzanne Darmory
Global Creative Director:	Christine Cucuzza
Associate Creative Director:	Nicole Stevens
Art Director:	Becky Gregory
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.