Challenge: Make Indonesian believe that "shampooing alone is not enough."

8 out of 10 Indonesian women still believe that shampooing alone is good enough for their hair, consumers have no reasons to use additional products, leading to the decline of conditioner category growth years after years. When shampoo already hit 98% penetration, the conditioner category in Indonesia stay low at 16%. One of the reason is the cluttered communication from shampoo commercials, shows similar benefit: just by shampooing alone a beautiful woman can have beautiful hair.

Solution: Showing the product superiority through an un-Pantene brand ambassador’s story.

We break the Pantene influencer and celebrity stereotype, from gracefully beautiful woman into moody man with ‘Short-Fused’ temperament. We pick Keanu Angelo (IG: @keanuagl); to deliver Pantene Miracles superiority we find the ultimate enemy: “Tired Hair” - hair that looks dull, frizzy, broken and unmanageable that often leads to Indonesian women having a bad hair day, ruining their mood.

Our orchestration start organically with conversation from Keanu who share his day-to-day problem of having tired hair. Soon, Pantene is responding to his cry. Keanu announce he will start his real hair transformation journey with Pantene, and build their anticipation for the video commercial launch. We convert all interaction to purchase by retargeting all interested audience with various social media ads.

Not stopping there, the bold move on picking male figure to represent Pantene also bring up the equality and inclusion topics, something that align with Pantene’s mission: “Provide great hair day for everyone”.

Results:

Indonesians went wild over the video commercial – they viewed it, shared it, and finally it went become viral ads in P&G Indonesia’s History!

Awareness:

●         23million impressions, 98thousand engagements in less than 24hours

●         Become news in 52 Publishers and 300 contents created across KOL, publisher and viral accounts in Indonesia, valued at $142.000, all free!

Business Result:

●         After years of decline, Pantene experiencing double digit growth at 114%.

●         The campaign established Pantene Miracles position as a conditioner growth driver, growing 11.5% on Past 3 Months Rolling vs Year Average.

●         Pantene Conditioner contribution to total category rise to 60.7%.