In the face of increasing competition, Garnier Men (@GarnierMenID) wanted to drive conversation and create top-of-mind awareness for its market-leading brand. It turned to Twitter to launch an integrated marketing campaign for its new “Urban Hero” brand platform, its new Black Duo product, and a new brand ambassador.
@GarnierMenID staged an unbranded Twitter clash that pitted its existing brand ambassador Pasha (@pashaofficial_), lead singer of Indonesian band Ungu, against its soon-to-be-announced new personality, Indonesian action star @Joe_Taslim. The two celebrities battled it out on their own Twitter accounts about which sport was best: motorcycling or parkour. @GarnierMenID then sponsored an “Urban Race” between the two, and through Promoted Tweets encouraged followers to weigh in with their own opinions and vote for #TeamPasha or #TeamTaslim.