SOCIAL CAMPAIGN: Pantene VS Boeing 747

CLIENT BRIEF: There are numerous beauty brands successfully engaging with consumers and getting credibility through relevance in the lives of people in China. How will people start talking about Pantene and give it credibility in the beauty space?

SOLUTION: Create the mother of all hair demos and invite social media influencers to witness it.

RESULT: Influencers drove credibility to the stunt, and people started to talk about Pantene's "Strong Is Beautiful" promise on Weibo and other social platforms. On top, the result speaks for itself: 24.8M impressions on the first day of release; 150% more than targeted; and from 0 to 3% share of conditioners in China on the first month of launch.

BUILDING CREDIBILITY: The following video was uploaded by Chinese KOLs in their respective social media assets to give credibility to the stunt.

DRIVING TALKABILITY: The following video was released for PR purposes together with the story that links the stunt to the brand.

To create the most beautiful hair torture test in the world, we used the biggest blow dryer we could find: a Boeing 737 turbine. Wind velocity of 10,000 cubic meters per minute. That equals up to 6,000 blow dryers. Can hair take it? With Pantene 3 Minute Miracle, it can.

CASE STUDY VIDEO: Awards Submissions

LINKING TO SCIENCE: On KOL and Pantene branded assets, the Science Behind Pantene VS Boeing 747 was explained via the following videos.

Science Demo Detangling 30s

Science Demo Absorption 30s

SOCIAL AMPLIFICATION VIA WEIBO: Interrupting consumers on social media, the following video amplified Pantene's proposition that strong hair can withstand anything while banking on the stunt.

FEATURE ARTICLE:

Click on the images below to access feature articles about Pantene Versus Boeing 747:

"Pantene builds the biggest blow dryer."

--Marketing Interactive

SOCIAL CAMPAIGN: Pantene Hair On Ice

CLIENT BRIEF: Pantene is perceived to be" a brand for mom" in the the Philippines. How can young people start talking about Pantene again while making them believe in its efficacy.

OPPORTUNITY: On the year of the campaign, the first person from the tropics, a Filipino, made it to the Winter Olympics.

SOLUTION: Use a trending topic, ice skating, to demonstrate Pantene's product action and make young people engaged on social media.

PANTENE Hair On Ice Case Film

Pantene Hair On Ice

A billboard-size image of beautiful hair was installed on an Olympic-size ice rink. Then the installation was opened to ice-skaters. Inevitably, the surface got scratched, damaging the hair visual. When the damage got intense, an ice-smoothening truck came into the rink and did what Pantene does in real life. Hair damage, repaired just like that!

AWARDS:

Gong 2015, Bronze, Use of Events & Stunts

Gong 2015, Bronze, Live Stunts & Promo Events