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Perfec+on Moments with Pantene
Brand
P&G: Pantene
Project Type
Digital Campaign
Date
2019
Type
Retainer
The Task:
A year after its grand launch, Pantene Perfec+On, the first ever No-Rinse Conditioner in Indonesia, is looking to grow its market by targeting shampoo-only users who don’t think of it as essential product for everyday usage.
The Solution:
Seed the essentiality through 4 digital videos capturing colloquial “Awut-Awutan” (messy hair) moments inspired by many true everyday stories. These colloquial moments are validated by influencers and community, each sharing their own moments of need and show the product usage in real situations.
The Result:
Highest ever VTR amongst ID P&G iVideo with 52% VTR vs best asset in JFM’19 (VTR Benchmark : 31%)
36MM total reach through digital
(IDX160 vs KPI and IDX72 vs JFM’19)
Collaboration with 12 influencers and 1 community successfully gained 4,042,260 reach with ER 3,5% (benchmark 2%)
and 4% from the comments on influencers post are talking about the product.
