@GarnierMenID focused on sports popular with its target audience of males aged 18 to 29, and ran the initial teaser campaign outside of its own Twitter account to increase believability. The brand then whitelisted Tweets of the most heated exchanges and promoted the most popular ones to maximise engagement.
Once conversation between the two ambassadors took off, @GarnierMenID joined in with an offer to sponsor an “Urban Race” that pitted motorcyclist @pashaofficial_ against parkour athlete @Joe_Taslim. The brand used Promoted Tweets and poster-format Tweets to encourage fans to vote for their favourite “Urban Hero.”
@GarnierMenID used memorable hashtags #PASHAvsJOE, #TeamTaslim, #TeamPasha, and #UrbanRace; targeted interests such as sport and entertainment; and keywords like “parkour” and “motorcycle.” It also used @username targeting to reach the followers of its two ambassadors, other key influencers such as singer/TV host @tasyakamila and actress @WulanGuritno, youth radio station @101Jakfm, and competitor brands.