2015 Winners & Shortlists

Results and Effectiveness

Over 7 million views on the teaser and reveal videos 14.5 million people reached The engagement rate on social media was 5 times higher than the average

Creative Execution

The campaign was launched in a 2 steps activation, through 2 Youtube videos: The Teaser and the Reveal A video introducing Pantene water was launched, and in less than 4 days, generated over 2 million views, and discussions around the subject have taken social media platforms by storm. And then it was time to reveal the actual solution, the real deal. Through a second video, Pantene’s latest discovery was announced. It wasn’t a bottle of water though, but a new shampoo formula with oxidation blockers that repairs and protects women’s hair from water damage.

Insights, Strategy and the Idea

Women in the Middle East have always suffered from hair damage caused by water. Indeed, sea is the main source of water, which means it has a high level of harsh minerals. It has been a main concern that they actually created all kinds of “miracle solutions”, forgetting that the best solution is actually a scientific one. And a lot of these women actually use mineral water to wash their hair. To make consumers realize that these “miracle solutions” are not effective or sustainable, and that the best solution is a scientific one, we have launched Pantene Beauty Water, the first ever bottled water for hair. Later on, we launched a second video to announce our real solution, the new Pantene shampoo formula