Together with our Influencer Marketing, Social, and Creative teams, we brought to life a concept inspired by iconic Spanish TV series like ‘Aquí no hay quien viva’ and ‘La que se avecina’: a branded mini-series on TikTok featuring real creators and original scripts to build authentic connections through local culture while driving measurable results.
The outcome? 1.1M views (and counting) on TikTok!
“Vecino, ¿tienes salseo?”, by SAMY Iberia x Garnier
- Challenge: Natural beauty brands struggle to engage with the youngest generations, who find this content repetitive and overly serious. Garnier needed a way to stand out on TikTok.
- Insight: Gen Z responds to humor, gossip, and everyday drama, but content only resonates if it’s authentic, entertaining, and delivered by influencers with real flow.
- Implementation: “Vecino, ¿tienes salseo?” turned skincare into a TikTok sitcom. Quirky neighbors, funny gossip, and serialized episodes blended entertainment with subtle Garnier product moments, creating native, shareable content.
Check out our campaign and see how we turned data-driven creativity into a series of unmissable episodes.
@garnier_es 1️⃣ Vecindario 4️⃣ Apartamentos 1️⃣ Portero que lo sabe TODO ♾️SALSEOS que recorren las plantas Ellxs solo querían disfrutar de unas vacaciones de relax, desconexión, mucho #skincare y haircare … Pero lo que no sabían es que todos habían elegido el mismo lugar para ello 😶🌫️ Y tú, ¿a quién se lo vas a contar? 🤫 @javihoyosmartinez @oscaarfont @pablovr11 @juanki.municio @fabiana.sevillano @_claudieta_ @rauloterocc @lacuchillos #VecinoTienesSalseo #GarnierSitcom
