To increase awareness and sales of Garnier Pure Active’s new product range among its core target audience of 15-24 year olds.
To build maximum awareness among this audience, we wanted to use a high-impact station-led promotion that linked well with Garnier Pure Active. KISS Chosen One was the perfect fit. It’s the search for new KISS presenter talent and offers listeners the chance to win a presenter contract with KISS FM UK. The Garnier Pure Active mantra of ‘Free your Skin, Free your Mind’ really reflects what the KISS Chosen One is all about. It’s about having the confidence and individuality to stand out, not only as a radio presenter, but also in front of the camera and on stage at some of the UK’s biggest events. Together with Garner Pure Active we asked our listeners to ‘get camera ready’ and show us that they had the confidence to be our Chosen One!
The KISS Chosen One is our search for fresh, new, young talent, so aligning the Garnier Pure Active messaging with the event was a natural fit. We were able to encourage our listeners to enter to become the ‘Fresh Face of KISS with Garnier Pure Active’ with a multiplatform, fully integrated nine-week campaign.
Garnier Pure Active had co-branding across all elements of the two-month campaign, including on-air trails and sponsorship on Kissfmuk.com. It also had integrated branding at the live auditions and at the ‘Presenter Academy’ event, where the top 25 entrants went head-to- head. Our young audience were always fully engaged with the Garnier Pure Active messaging, whether it be the on-air co-branded trails and digital activity encouraging listeners to have the confidence to audition, or Garnier makeup artists giving products and advice to the final 10 contestants to help inspire the confidence they needed to prove their winning potential. The campaign was heavily supported across social media, and it really resonated with our listeners with many Facebook likes, comments, re-tweets and favourites. Our winner, Charlie Tee, has now joined us on our newest, youngest station – KISS FRESH. This has given Charlie the chance to show her confident personality and love of music through a specialist show, and also linked in well with the Garnier Pure Active ‘fresh’ partnership.