To persuade Indonesian women to incorporate a conditioner as half of their hair care routine, Pantene, along with dentsu Indonesia, launched a marketing campaign to introduce a brand new line of hair care merchandise focused at Gen Z and Millenials. The marketing campaign was so effectively obtained that it clinched the gold award for Best Use of Social Media for Campaign and achieved a finalist place for Best Use of Social Media Platforms at MARKETING-INTERACTIVE’s Hashtag Asia 2021 Awards.
Despite hair conditioners being a toilet staple for many women, it’s not often included in the hair care routine of Indonesian women, who imagine that shampoo alone is nice sufficient. Adding to the idea that conditioners are pointless is the myriad of all-in-one hair care merchandise in the market that promise to ship outcomes with out further merchandise. Pantene additionally confronted the problem of communication litter in a extremely saturated market, making it troublesome to get its advertising messages throughout to customers.
To break by means of the communication litter and to encourage the use of hair conditioner amongst Indonesian women, Pantene launched the Pantene Miracle line of hair care merchandise consisting of the first-ever hair complement for day by day utilization (hair conditioner) and weekly utilization (hair masks) focused at Gen Z and Millennials.
Pantene realised that it wanted a brand new communication technique to make this product launch successful. To showcase the advantages of the Pantene Miracle merchandise, Pantene’s marketing campaign messages centered on reworking Tired Hair (#RambutCapek) to Charged Hair (#RambutKecharged) and finally, saving women from unhealthy hair that may wreck their temper for your complete day.
To reduce by means of the media litter, Pantene determined to desert the stereotypical use of stunning women to showcase its haircare product advantages. Instead, Keanu Angelo, a content material creator well-known for his unhealthy temperament and lengthy, unruly hair, was chosen as a substitute. The marketing campaign centered on reworking Keanu right into a Pantene superstar by serving to him handle his unruly hair.
The marketing campaign began off with Keanu complaining about his hair woes to his followers who kindly share haircare ideas to assist him however to no avail. Pantene then responded to his name for assist and provided him a job as Pantene’s subsequent superstar by reworking his hair. Keanu then introduced to his followers to anticipate his first business as a Pantene superstar. Finally, a 60-second business was launched on YouTube, showcasing Keanu’s hair transformation from #RambutCapek to #RambutKecharged. Multiple vertical edits have been additionally created for widespread social networking platforms corresponding to Instagram and TikTook.
The marketing campaign was successful. The business garnered greater than 23 million views throughout varied social media platforms in lower than 24 hours of its launch. The business additionally achieved the best engagement fee in the historical past of all P&G adverts on YouTube with 780,493 views and 4,986 consumer feedback. The success of the marketing campaign led to Pantene Miracle merchandise being offered out nationwide on the primary week after the launch of the business and gross sales improve by $187% inside a month, finally reaching its aim of reducing by means of media litter and altering their target market’s long-standing, damaging beliefs about hair conditioning merchandise.