Results and Effectiveness

• We created the biggest sports campaign ever in China and we did it by reaching out to women. • 7.6 BILLION IMPRESSIONS (3.5 times more than the biggest campaign of P&G in China) • 1 million women joined the initiative! • Our video content performed more than three times better than industry norms with a click-through rate of 2.76%. • Top of mind awareness grew by +15% vs. past period • Pantene’s emotional attributes rose to their highest level for 18 months. The media ROI was double than typical P&G campaigns. The success elements of Pantene China’s digital tactics were introduced to global markets.

Creative Execution

The power of execution was brought alive by 3 EXECUTION ELEMENTS- 1) Largest scale platforms -- Leveraging the joint business partnership with (local media giants) Sina, Youku, Baidu, and CCTV we created the CLASH of TITANS 2) Storytelling way of executions -- Instead of using commercial TVC, stunning mini-film on video platforms & 4 training diary series were released weekly to ensure consumer excitement & involvement. 3) Real-time updates to steer up consumer stickiness & connection -- Teamed up with China’s BIGGEST SOCIAL NETWORK -- Sina Weibo (300mm users) built an engagement platform harvesting the viral effect reaching millions. At every stage of the journey we also let Chinese Women tell their own stories of inner beauty where their friends can vote. Our message would not just celebrate victories of Wu MinXia but all Chinese women. Each nomination/vote earned them a virtual Pantene-Wu MinXia gold medal.

Insights, Strategy and the Idea

Although China Pantene’s functional benefits were growing, it was losing key emotional attributes to Dove. The opportunity was offered when P&G partnered with Olympics 2012 as a global Sponsor Challenge was traditional planning model of PG that could not be re-applied for a sports marketing campaign. Insight- We found that WuMinXia (brand ambassador & swimming champion) suffered damaged hair due to long hours of chlorinated water exposure; we decided to leverage that to regain ownership of superior damage repair; so that was easy. Connection- Pantene doesn't believe in miracles; ‘Pantene’s beauty transformation happens with true perseverance and winning spirit. WuMinXia was a poster child of this inner beauty, as Pantene & the Chinese women. Tone- “Celebrating her inner beauty is the key to her shining SUCCESS” That gave birth to the idea; ‘Millions and Pantene share the ‘winning spirit that helps WuMinXia conquer the toughest test continually.