Creative Execution

A national movement on digital 1. Raise the topic We did survey around women's new choice on social media and launched manifesto video to challenge the stereotypes. 2. Brand advocate and ignite 3 top opinion leaders’ real genuine stories to recognize women who choose to chase after their dreams (back packer), to break every rule s(young photographer), to love without strings attached (writer). 3. "Praise Her" Praise project - participants can simply praise the women with their own fingerprints. And then personalized ‘Praise Cards’ featuring look of new women were generated and shared on the social platforms.

1,224,517 participants praised women online Over 100 million video viewership, surpassed Dove sketch campaign. 45.5% increase of top of mind brand awareness among young women Most consumer perceive Pantene has best hair care product. 0.5% market share increase turned around Pantene losing share trend over past 2 years. We achieved this without any new product or promotion support but by encouraging every new women to shine from within.

Our challenge was that Pantene in China was perceived as a mother’s brand. No wonder that over the past few years, its market share has been continually dropping. We needed to rebuild the brand to become relevant with their daughters instead - young women under 26. We realize that Chinese society today still expect women to become certain serotypes, to be a good daughter, an excellent student, and then a gentle wife and, or an all-rounded mother. But young women today, dare to be different: women with a career, women who dare to explore the world and be a dreamcatcher. It’s time for the brand playing a role to empower these new women to shine. Our campaign sought to encourage Chinese women them to shine strong with their own choices in life. The idea - DEFY THE STEREOTYPE and PRAISE NEW WOMEN