Results and Effectiveness

Digital source of awareness was a key driver (+5.8pts vs. year ago) We achieved the highest engagement rate with over 2MM sharing their experiences (overall reach was 90MM) Within the 1st 4 weeks of the campaign launch, the Top-of-Mind awareness turned-around (+0.9pts) after 16-months. Equities among younger segment were uplifted after 12months (+1.5pts) An existing award winner, the Campaign was also reported as one of the best INSIGHT driven launch plan for China Pantene.

Creative Execution

To amplify the brand’s benefit of ‘POWER OF NATURE’ through leveraging the insight of ‘SHARING’ we decided to create a consumer participation wave. Providing a common SOCIAL platform for nature enthusiasts to meet each other & share their experiences, we actually could leverage the CONSUMER GENERATED CONTENT much effectively. And that’s what these young active social netizens wanted.,, We leveraged the biggest social(Weibo)/Mobile platform in China in bringing the idea to life. We created a virtual ‘nature zone community’, where consumers could join & get to know everything about the places inorder to experience natural freshness. Famous ‘natural lifestyle’ celebrity (TangWei) invited youth to this ‘power of nature- participation campaign’. It was promoted thrrough a customized video via relevant programs as well as banners on sites targeting younger consumers… Once anyone visited these places or if anyone recommended a place they visited, they could SHARE their experience/ upload pics via a Mobile application, meet up & get to know other nature lovers. Suggestions with high followers/ likes got discount coupons driving trials.

Insights, Strategy and the Idea

Given the increasing demand of nature based products, Pantene launched a Nature based variant ‘Cora’ with the theme-‘Power of nature giving Strength to your hair’. The challenge was- In a category crowded with claims of natural ingredients and targeting the hard to pin down young Chinese woman….how can Pantene make its mark for its new launch? This younger demographic lead a very active lifestyle & were flirtatious in nature We dug deep into these nature seekers and found that their DESIRE for SHARING THEIR EXPERIENCE differentiates them amongst others Proven by our scientific research that, ‘Appreciation received after ‘sharing’ on social network, increases the level of hormone called- ‘SEROTONIN; responsible for ‘SENSE of JOY’ among humans EVERY SHARING is FACILITATED by moments of RELAXATION & they were curious to share/receive response from peers at any hour of the day. Thus we found the key to tap these flirtatious-consumers