PANTENE is a haircare brand owned by P&G and has been dedicated to providing perfect hair care products to global consumers.
PANTENE is a haircare brand owned by P&G and has been dedicated to providing perfect hair care products to global consumers. Social Touch was awarded P&G Best Digital Innovation Award in 2013 and Best Social Media Agency in 2014
The Challenge
PANTENE faced fierce competition among emerging brands and products. The biggest challenge was how to upgrade brand image to attract new consumers and maintain or even increase market share, especially in hair conditioner market.
The Solution
To be a global hair conditioner leader, PANTENE needed to convert current shampoo consumers into conditioner consumers. Moreover, it needed to leverage its strengths in conditioner market to further consolidate its presence in the hair care market. PANTENE Gold Series was positioned as the ‘GOLD STANDARD’. We used the following strategies to help PANTENE achieve the goals:
We built a huge conditioner bottle in China Huamao Center and performed the whole process of “hair drying, straightening, perming and moisturising”
We also coordinated offline events with social media communications and created the topic of “NO.1 Conditioner in The World”. Partnering with leading KOLs, we successfully increased brand awareness and reinforced PANTENE’s brand positions in conditioner market
Celebrity endorsement: 100 KOLs (including professional stylists and beauty KOLs) were invited to product test. Moreover, we also invited Guokr.com to provide professional reviews on PANTENE’s haircare technology
TV show sponsorship: PANTENE sponsored a show named Muse Dress on which PANTENE was presented as “world-leading conditioner brand”. We also launched a discussion billboard, “Muse’s Choice”, to make a strong connection between PANTENE and Muse.
The Result
‘PANTENE’ and ‘New Generation of Hair Conditioner’ were the most discussed topics online among competing brands during and after the campaign
‘Conditioner’ became the most correlative term of PANTENE
PANTENE achieved 115 million times of online exposure and 220,000 interactions with online users