VIRGIN HAIR CHALLENGE

TitleVIRGIN HAIR CHALLENGE
BrandTHE PROCTER & GAMBLE COMPANY
Product / ServicePANTENE
CategoryC03. Use of Social Platforms
EntrantPLATON Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production PLATON Tokyo, JAPAN

Credits

Name Company Position
Michiko Kuroda Platon Inc. Producer
Syuuhei Fujimoto platon inc. Production Manager
Hitomi Yoshimura TYO Inc. Director
Kentaro Kasama DENTSU INC. Creative Director
Yuma Matsubara DENTSU INC. Planner
Yukie Tamura DENTSU INC. Art Director
Ikumo Endo DENTSU INC. Art Director
Noriko Osumi DENTSU INC. Planner
Ryo Ishikawa DENTSU INC. Account Executive
Kenji Hibi Free Photographer

The Campaign

Women with damaged hair from perms and coloring wish they could bring back their “virgin hair” from “those days” in their youth. So, we’ve named “Virgin Hair Ring” the “Angel’s Ring” we see from shimmering hair when done and enjoyed in different hair styles. We initiated the audiovisual contents that showed “Virgin Hair Ring” by using PANTENE that also meant Pantene’s user bringing back their “virgin hair from those days.”

Creative Execution

To spread “Virgin Hair Ring,” we made a brand site to show how to make “Virgin Hair Ring” had popular instagrammers and models to post “Virgin Hair Ring” photos. And the posts showed various types of shapes of “Virgin hair Ring”. At the same time, we released Youtube movies by famous models that showed how to make “Virgin Hair Ring” and the website curating Instagram photos with the hashtag “#Virgin Hair Ring (in Japanese.)” Many young women saw lovely gloss on women’s hair in Instagram and they became eager to post “Virgin Hair Ring” photos. We were able to succeed in making the structure that young women can join easily and with fun.

Describe the success of the promotion with both client and consumer including some quantifiable results

The number of the Likes this campaign got on Instagram 74,274Likes The number of the people who saw photos of this campaign 2,932,410 people (about the half of the number of the Japanese women who use Instagram.) 125% increase in consideration score over the previous year 138% increase in UBA score over the previous month

Explain why the method of promotion was most relevant to the product or service

Throughout this campaign, we mainly used social media, Instagram. On the instagram posts, we didn’t use PANTENE’s logo and celebrity who appeared in TV-commercial, but we could tell the same message with TV-commercial. Digital media reached lots of young women and we succeeded in the unbranded way to tell the brand advantage.

We communicated mainly on Instagram and social curation sites, not focused on PANTENE’s owned contents because young women had lots of interest in such channels. We used such channels to reach out to consumers with product photos by popular model sisters, a university beauty pageant winner, famous Instagrammers and more. Many young women naturally realized PANTENE’s advantage by looking those photos. And they would mimic “Virgin Hair Ring” photos and post it on Instagram. The photos on curation sites had been increased by this structure, more and more consumers realized this campaign.

Links

Website URL