Brand | PROCTER & GAMBLE |
Product/Service | HAIRCARE |
Entrant | BUZZMAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Use of Social Media Campaign |
Entrant Company
|
BUZZMAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
BUZZMAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
PR Agency
|
LEOCOMM PR Dubai, UNITED ARAB EMIRATES
|
Production Company
|
TA PROD Bangkok, THAILAND
|
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
Credits
Georges Mohammed Cherif |
Buzzman Middle East |
Executive Creative Director |
Thomas Granger |
Buzzman Middle East |
Vice President |
Adil Zghaoui |
Buzzman Middle East |
Executive Manager |
Fadia Al Dandachi |
Buzzman Middle East |
Account Manager |
Olivier Lopez |
Buzzman Middle East |
Account Director |
Robin Iff |
Buzzman Middle East |
Copywriter |
Olivier Baraona |
Buzzman Middle East |
Art Director |
Heba Kharouf |
Buzzman Middle East |
Producer |