#Like in pantene commercial
Integrated campaign
Digital, TV, OOH
Digital, TV, OOH
TV Bumper
Objective:
To support new moisture renewal collection from Pantene; to raise Pantene usage among young consumers.
Insight:
«Like in hair commercial» - is a set phrase used by girls to talk about beautiful and healthy hair
Solution:
«Like in Pantene commercial» (#КаквРекламеПантин) - campaign which claim Pantene as a benchmark of beautiful hair.
Creative team developed the idea, made guideline and copy for SM agency, supervised contest through all 4 months and actively participated in photo shootings.
To support new moisture renewal collection from Pantene; to raise Pantene usage among young consumers.
Insight:
«Like in hair commercial» - is a set phrase used by girls to talk about beautiful and healthy hair
Solution:
«Like in Pantene commercial» (#КаквРекламеПантин) - campaign which claim Pantene as a benchmark of beautiful hair.
Creative team developed the idea, made guideline and copy for SM agency, supervised contest through all 4 months and actively participated in photo shootings.
Contest «Looking for hair like in Pantene commercial»
Girls posted photo with hair #Like in Pantene commercial in social networks. Once a month competent jury chose the winners
Prints with winners in Glamour magazine
Main prize each month - professional photo session for Pantene ad in Glamour magazine
Celebrity endorsement
Celebrities and popular bloggers supported contest on each stage in their social networks and on TV.
Interactive banners
Banners offer girls to make selfie, customize it and submit to a contest
Results:
#Like in Pantene commercial has become Pantene's most successful campaign in Russia
- Over 18,000 #LikeInPanteneAd pics posted in Insta, FB & vk.com
- Over 7,968 participants in 4 month
- «Like in Pantene commercial» had an impact on popular culture and is widely used not only in contest-related content
#Like in Pantene commercial has become Pantene's most successful campaign in Russia
- Over 18,000 #LikeInPanteneAd pics posted in Insta, FB & vk.com
- Over 7,968 participants in 4 month
- «Like in Pantene commercial» had an impact on popular culture and is widely used not only in contest-related content
