Results and Effectiveness

From the campaign’s earliest stages, we delivered for Pantene: 10,000 Facebook “likes” in two months. Google search results increased 23% during the challenge. The live “star chats” drew 700 per week for eight consecutive weeks. Our pre-roll and in-video overlays recorded 3,527,850 impressions, an industry-high click-through rate of 0.906% (compared to Malaysia’s average of 0.29%). During the campaign period, 80% of 300 women surveyed mentioned that the new Pro-V formula solved their toughest hair problems. An impressive 28% of Malaysian households watched the ASK show. Most importantly, Pantene sales increased 3% during the campaign, a massive hike given existing penetration.

Creative Execution

For our 14 Day Transformation Challenge, we needed to partner with a major TV event. We chose Anugerah Skrin (ASK), Malaysia’s equivalent of the Emmy Awards, for maximum glamour and exposure. We launched our challenge using social media, sponsored/branded promos and in-store materials. We had 300 contestants, 50 semifinalists and 14 finalists. We also created a branded “live star chat” for consumers to chat with their favorite cast members from an ASK-nominated tele-movie. We chose the finalists two weeks before the ASK awards so that each could blog about her Pantene-induced hair transformation. Each finalist used a daily diary format and took many photos to build excitement as readers followed the progress. We also ran an online contest to guess the correct ranking of all 14 finalists Our 14 Day Transformation Challenge concluded during the live ASK broadcast, with Pantene mentions and branding an integral part of this marquee event.

Insights, Strategy and the Idea

Women are happy to use Pantene when they’re happy with their hair, but when they things go wrong, they turn to a salon-recommended brand. Our idea was to create a 14 Day Transformation Challenge contest for women to show Pantene’s ability to answer every hair need or problem. We wanted to show women it would even heal the toughest hair problems, including split ends. As part of Pantene’s “Total Care to Total Damage Care” umbrella branding, our challenge to ordinary women: Transform your damaged hair into healthy hair in just 14 days.