The Campaign

INSIGHT Before concert by a famous singer, fans usually listen to their songs, watch their videos repeatedly to memorize the tracks and search online for information about the personal life, style, fashion i.e. makeup, hair etc. of the celebrity. In Selena’s case, her long, lustrous hair were very aspirational for Indonesian women, who in general prefer long hair to short. BIG IDEA “GET SELENA HAIR” The idea was to direct focus of Indonesian millennial women to Selena’s hair. Since Pantene knew that having beautiful hair like Selena was their aspiration, our idea was focused on “call to action” approach: Have Selena’s hair by using Pantene!

Creative Execution

StealTheAttention! Whenever Indonesian millennial women watched Selena’s music video on Youtube, saw Selena’s looks on lifestyle portals, or talked about her style on Facebook, they got to see Selena’s beautiful strong hair from Pantene’s global assets. At this point, we told them that they could have hair like Selena’s too. StealTheExperience! We hijacked the surrounding concert venue; branded the road to venue with Pantene and Selena, opened a Pantene salon-booth next to the venue, invited fans and lifestyle journalists to style their hair like Selena before the concert, and encouraged them to fill their social media timelines with these activities. StealTheExposure! We collaborated with KOLs and Selena’s fanbase to use #SelenaxPantene in all their conversations on Twitter, Instagram and Facebook. We dominated the Youtube channel with masthead, and news and female channels with media road block. Our lifestyle media partners ensured complete coverage of our PR event at the venue. ?

Reach: Though the target was to reach 15 million women through social media, we reached almost 40 million in 3 days; 266% higher than the agreed target. Engagement: Total engagement soared to 6.9 million during the campaign. Though the blended CTR average for Facebook is 1.6%, we touched 2%. PR Mileage: The PR mileage was beyond expectations, delivering an ad equivalent value of USD 12,721; an equivalent of 5 FPFC advertisements in topline magazines. Sales / Achievement against business targets: Through this campaign, we were able to make Indonesian millennial women interested to buy Pantene. Pantene’s national share grew by +0.7pts post activation of Selena campaign. Share growth was even stronger in modern channels - Hyper/Super (+1pts) and Minimarkets (+1.2pts) - where the target consumers of our campaign primarily shop*****. *****source: P&G internal sales data.

In Indonesia, the population of millennial women generation (20-29 yo) surpasses the previous generation (30-39 yo)**. They are the next wave of consumers because they are working (1st jobber) and have the purchasing power***. We focused on Indonesian millennial women, 20-29 yo, living in major urban cities. They are internet savvy, use multiple social media platforms which are already part of their lives, and always have a smartphone in their pocket. Through that, they get all the information and updates about celebrities, pop culture and lifestyle. They also tend to shop in modern market channels i.e. hyper/super or minimarkets instead of traditional markets****. Since Pantene couldn’t outbid or undo competition’s exclusive sponsorship deal for the concert, we stole the “Attention”, “Experience” and “Exposure” from them by using Selena’s brand ambassadorship, Pantene’s global communication assets and our hashtag: #SelenaxPantene. **source: National Statistic Agency, 2015 ***source: Roy Morgan, 2015. ****source: Roy Morgan, 2015.