Creative Execution

First, we launched online video by using Brand Advocates to inspire women transform themselves just before going home. As one of them said: "No matter how busy I'm before Chinese new year, I still need to be perfect". Then we encouraged women to experience a 14 days hair transformation through mobile APP and get ready to shine. Millions of women responded to the challenge and purchased Pantene online. The BIG reward, Pantene sent back home 14 women in an exclusive private jet, where they can experience how can Pantene make them transform and take shining journey back home.

The campaign got 550 clipping media coverage, which is equal to 2.8 million media value Pantene was perceived as TOP brand that “leaves hair shiny and beautiful” according to brand health track. 7.2% growth of market share, turned around Pantene's share trend in past 2 years 25% increase of total E-commerce Sales Volume VS. last year All these were achieved without paid media budget. The success goes beyond selling one more bottle of hair care product but also making the brand unforgettable in women's shining moment.

In China FMCG consumption growth rate has being dropping over the years, whilst more and more 'young' brands are booming on e-Commerce platforms. To regain market share we need to win in e-Commerce. We decided to launch a digital campaign during Chinese new year, while facing the big challenge: consumer's attention and their e-Comm carts are attracted by food & beverage discount or gift pack promotions. How can we make Pantene, a hair care brand matter to them? The insight: For a woman, it's such a hectic time before Chinese new year, work load, family care, crowded airports and train station… and she looks her WORST when she needs to shine in the MOST important annual reunion of friends and family. The idea: A SHINING JOURNEY BACK HOME Because Pantene believes that every #SHINING MOMENT# matters to women.