Pantene’s 14-Day Challenge: Transforming Every #BadHairDay into a #GreatHairDay
The Challenge
A study from Yale University revealed that bad hair negatively impacts self-esteem, bringing out social insecurities and shifting focus to personal flaws. Meanwhile, social media analysis showed that #BadHairDay was mentioned 1.2 million times on Instagram—17 times more than #GreatHairDay.
Since Pantene’s brand promise is all about giving women more great hair days, the challenge was clear: change the conversation by intercepting #BadHairDay moments with personalized solutions and engaging content.
The Approach: The Pantene #GreatHairDay Studio
We launched the Pantene #GreatHairDay Studio—a real-time response hub powered by an army of social responders representing diverse hair types and styles. Over 14 days, the team lived together in the Pantene space, personally engaging 1:1 with consumers, humorously empathizing with their #BadHairDay frustrations, and providing real-time solutions.
Key strategies included:
Intercepting social conversations with real-time responses, relevant content, and customized Pantene product regimens.
Establishing a live production studio where writers scripted and shot real-time content based on evolving conversations.
Offering free Pantene products via DM interactions, allowing consumers to take the 14-Day Challenge and experience their own #GreatHairDay transformation.
Encouraging user-generated content, leading to consumers sharing engaging interactions, clever responses, and product deliveries on their own social channels.
The Outcome
Dramatically increased #GreatHairDay posts, shifting the narrative from frustration to empowerment.
Boosted consumer engagement, with thousands of real-time interactions and product redemptions.
Widespread social sharing, as consumers celebrated their Pantene transformations and spread brand advocacy.
Established Pantene as a leader in real-time consumer engagement, setting a new standard for social-driven brand interactions.
My Contributions
Led the end-to-end execution of the Pantene #GreatHairDay Studio, from strategy to implementation.
Developed the real-time content strategy, ensuring dynamic and engaging social responses.
Integrated personalized product recommendations, driving brand credibility and consumer trust.
Created a scalable model for future social engagement campaigns, positioning Pantene as an innovator in the space.
Pantene’s 14-Day Challenge successfully turned #BadHairDay frustrations into #GreatHairDay celebrations, reinforcing the power of personalized engagement and real-time brand interaction.
During the 14 days, the army lived together in the Pantene space where they personally connected 1:1 with every person, humorously empathizing with those complaining of a #BadHairDay. The space also included a production studio where writers scripted and shot real-time content based on how the conversation evolved. People who engaged were invited to DM community managers for free Pantene products customized to their specific hair needs so they could take the 14 Day Challenge and experience their own #GreatHairDay.
Consumers found interactions with Pantene engaging and, as a result, shared our content, clever responses and product deliveries on their social channels while affirming their intent to take the Pantene 14 Day Challenge to achieve a #GreatHairDay.
RESULTS / HIGHLIGHTS
We coordinated the final day with the launching the brand's reveal ad on 'This Is Us.'
We partnered with Twitter on day 14 and owned the #GreatHairDay hashtag on Twitter for the day.
Arianna Huffington's visited the studio (on behalf of her online platform Thrive) and captured heavy behind-the-scenes content
For the first time in history, the #GreatHairDay hashtag overtook #BadHairDay - on the last day of the Pantene #14DayChallenge!
Our total organic and influencer reach was 51.5MM, which was boosted by an additional 130MM paid reach.
We flipped the hair conversation! On the final day of the campaign, consumers posted #GreatHairDay 587% more often per day than pre-campaign benchmarks
Pantene owned the hair conversation! We garnered an 89% share of voice following the #14DayChallenge, a 47% lift.
Services Provided
Creative Communications Strategy
Digital Content Strategy
Experiential Strategy and Activation
Social Movement Creation
