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Garnier Campaign Produced by Lorem Ipsum Corp for DigitasLBi Goes Viral BACK TO ALL NEWS

Garnier Campaign Produced by Lorem Ipsum Corp for DigitasLBi Goes Viral

22 Sep 2015

Lorem Ipsum Corp collaborated with DigitasLBi for the :60 Second Change Ups influencer video campaign, which features eight popular beauty and lifestyle vloggers from around the country demonstrating twelve 60-second hairstyles using Garnier products.

Directed by Abigail Honor, the videos have attracted a steadily growing audience, and more than seven months after its debut, total YouTube views to date have reached over 3.1 million. The featured stylists were carefully selected: all have huge followings on their blogs and Instagram pages and are active in promoting top-brand haircare products to their audiences.

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Style vlogger Angela Lanter shows how to switch up your style in :60 seconds to go from Desk to Date Night with the Top Knot.

To create the concept, Garnier worked with DigitasLBi and New York-based Lorem Ipsum Corp. The entire project was developed and executed in under a month, with twelve videos that were shot over five days in a New York studio. The social media campaign appears on Garnier’s website and YouTube Channel, and on the vloggers’ own sites, and will continue through the end of the year with the influencers releasing a number of new supporting videos.

While online views are a main metric for success, the campaign’s larger goal is to make Garnier cool among younger users and to build brand awareness through the support of these influential vloggers. Meanwhile, this is the first time DigitasLBi has worked with Persona Films and Twitch Post. DigitasLBi Group Creative Director Nick Barrios had a previous working relationship with Abigail Honor, a founding partner at Lorem Ipsum, and knew she could help create a campaign on a tight timeline.

DigitasLBi Group Creative Director Nick Barrios says, “Working with Abigail was an absolute delight. As a creative director, I’m always looking to work with directors who find a way to infuse creativity into every possible part of the project. In addition to her methodical approach to production, Abigail is relentless in finding ways to make every shot and every moment better. I look forward for the opportunity to work with her again.”

Media Coverage:

MediaPost: L’Oreal Video Influencer Campaign Goes Viral
Post Magazine: Twitch Post Creates Online Campaign for Garnier

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Garnier Campaign Produced by Lorem Ipsum Corp for DigitasLBi Goes Viral