PANTENE'S 14 DAY CHALLENGE TRANSFORMS EVERY #BADHAIRDAY INTO A #GREATHAIRDAY
A study conducted by Yale University found that bad hair "negatively influences self-esteem, brings out social insecurities and causes people to concentrate on the negative aspects of themselves," and great hair has the power to give women a positive outlook for the day.
Through social media analysis, we also found that the Pantene target – women 25 to 30 – is not shy about bemoaning her #BadHairDay on social. In fact, #BadHairDay was mentioned 1.2 million times on Instagram -- 17 times more than #GreatHairDay! Since the Pantene brand promise is all about giving women more great hair days, we felt uniquely positioned to change that conversation.
Our mission: Turn every #BadHairDay into a #GreatHairDay, thanks to Pantene, and dramatically increase the number of #GreatHairDay posts on social media.
To change the conversation, the brand set out to intercept all consumers posting about bad hair days on social using real-time responses with relevant content and tailored Pantene product regimens guaranteed to turn their #BadHairDay into a #GreatHairDay.
The Pantene #GreatHairDay Studio – a real-time response hub powered by an army of social responders representing a diverse range of hair types and styles – launched on October 1 and ran 14 days.
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
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