Garnier Ramadan - Indonesia case study

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about Garnier, L’Oreal:
what Garnier wanted:
branding solution offered by mCanvas
how the campaign was executed
youtube video
results
campaign performance data
execution
testimonial

about Garnier, L’Oreal:

Garnier, a L’Oréal brand founded in 1904, champions green beauty fuelled by nature and backed by science. With affordable, effective products in hair care, skin care, and colour, Garnier empowers millions to look good and feel good, proving that sustainable beauty is for everyone.

what Garnier wanted:

Brand Integration: To seamlessly link the Garnier product regime (skincare/ beauty) with the emotional and spiritual depth of the Ramadan observance.
Precision Moment-Targeting: To maximize engagement and relevance by deploying distinct, phase-specific creatives exactly when the audience is focused on key seasonal moments (e.g., THR, Buka Puasa/ Breakfasting, Idul Fitri/ Lebaran).
Funnel Acceleration: To effectively convert high product awareness within the target audience segment into measurable purchase consideration.

mCanvas’ branding solution

format

push notifications with animated GIFs

targeting

demographic: 18-44 year-old females in Indonesia

contextual: Muslim category, skincare, haircare, personal care

how the campaign was executed

cultural dominance: Targeting the four emotional phases of Ramadan - Praying, Breakfasting, Mudik, & Lebaran - with messaging that speaks directly to the user's religious mindset.
contextual engagement: Drive user action using timely, non-intrusive push notifications with animated GIF creatives, keeping the focus on hyper-contextual relevance.

see the results for yourself

2.57 MN

impressions

3.9% CTR

7.8X above industry standards

campaign performance data

top devices as per clicks

execution

Send out animated GIFs in timely push notifications, each tailored with hijab-friendly visuals and faith-centric copy, mapped to key Ramadan moments: Praying, Breakfasting, Mudik (travel), and Lebaran (celebration).
Target high-intent audience segments to ensure all impressions are delivered to the most relevant, faith-conscious users.
Implement a dynamic 41-day schedule, prioritizing the longest, foundational "Praying" moment creative (for 3 weeks), before transitioning to other-phase creatives, to match the user journey.
Leverage creative-contextual synergy for relevant, animated push nudges which directly translate into user action, aligning beauty with belief.

testimonial

With mCanvas’ push notifications strategy, we were able to merge relevancy, key moments and beauty’s needs seamlessly during Ramadan. By tapping into moments like praying, breakfasting, and Lebaran with animated, personalized creatives and strong messaging, we reached women where spirituality and self-care meet — driving a 7.8X higher CTR than industry norms and deepening our emotional connection with consumers during Ramadan.

Ranny Sutedja, Head of Product Marketing, Garnier, L'Oréal ID

Garnier’s campaign made the most of contextual precision, mCanvas’ sensor-led creatives, and moment-based targeting to reach the right audience at exactly the right emotional peaks of Ramadan. The result — a 3.9% CTR and over 2.5 MN impressions — proves that when brand storytelling respects cultural context, engagement naturally follows.

Aldillah, Group Head Planning, WPP Media ID

Personalized Push Notifications by Garnier, L'Oréal Reach 2.57 MN Users During Ramadan