Pantene Promo, Case study 14 DAY CHALLENGE by Starcom Mediavest Group Kuala Lumpur

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14 DAY CHALLENGE

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Industry Cosmetics & beauty products, Shampoos
Media Promo & PR, Case study
Market Malaysia
Agency Starcom Mediavest Group Kuala Lumpur
Director Nitin Kumar
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: SHAMPOO
Date of First Appearance: Oct 24 2010
Entrant Company: STARCOM MEDIAVEST GROUP, Kuala Lumpur, MALAYSIA
Director: Nitin Kumar (Starcom Worldwide)
Associate Director: Chia Yin Ping (Starcom Worldwide)
Project Manager: Siti Khasiah (Starcom Worldwide)
Project Executive: Asreena Ramdan (Starcom Worldwide)
Planner: Miaoyi Tan (Starcom Worldwide)
Buyer: Jeff Tan (Starcom Worldwide)
Media placement: Online Star Chat - TV3.COM.MY - 24 October 2010
Media placement: TV Campaign - 9 Episodes - CEREKARAMA - 28 October 2010
Media placement: TV Sponsor Promo – 220 Spots - TV3 - 28 October 2010
Media placement: Microsite - TV3.COM.MY - 3 November 2010
Media placement: TV Contest Promo - 795 Spots - TV3 - 3 November 2010
Media placement: Social Media - TV3 Facebook Page, TV3 Twitter Page, Pantene Malaysia Facebook Page - 3 November 2010
Media placement: Online Banner Callout - MEDIA PRIMA ONLINE PORTALS - 3 November 2010
Media placement: LIVE Show - ANUGERAH SKRIN - 24 December 2010
Media placement: Online Red Carpet - TONTON.COM.MY - 24 December 2010
Media placement: Winner Announcement Online - TONTON.COM.MY - 24 December 2010

Insights, Strategy & the Idea
Women are happy to use Pantene when they’re happy with their hair, but when they things go wrong, they turn to a salon-recommended brand.

Our idea was to create a 14 Day Transformation Challenge contest for women to show Pantene’s ability to answer every hair need or problem. We wanted to show women it would even heal the toughest hair problems, including split ends. As part of Pantene’s “Total Care to Total Damage Care” umbrella branding, our challenge to ordinary women: Transform your damaged hair into healthy hair in just 14 days.

Creative Execution
For our 14 Day Transformation Challenge, we needed to partner with a major TV event. We chose Anugerah Skrin (ASK), Malaysia’s equivalent of the Emmy Awards, for maximum glamour and exposure.

We launched our challenge using social media, sponsored/branded promos and in-store materials. We had 300 contestants, 50 semi-finalists and 14 finalists.

We also created a branded “live star chat” for consumers to chat with their favourite cast members from an ASK-nominated tele-movie.

We chose the finalists two weeks before the ASK awards so that each could blog about her Pantene-induced hair transformation. Each finalist used a daily diary format and took many photos to build excitement as readers followed the progress. We also ran an online contest to guess the correct ranking of all 14 finalists.

Our 14 Day Transformation Challenge concluded during the live ASK broadcast, with Pantene mentions and branding an integral part of this marquee event.

Results and Effectiveness
From the campaign’s earliest stages, we delivered for Pantene: 10,000 Facebook “likes” in two months. Google search results increased 23% during the challenge. The live “star chats” drew 700 per week for eight consecutive weeks.

Our pre-roll and in-video overlays recorded 3,527,850 impressions, an industry-high click-through rate of 0.906% (compared to Malaysia’s average of 0.29%).

During the campaign period, 80% of 300 women surveyed mentioned that the new Pro-V formula solved their toughest hair problems. An impressive 28% of Malaysian households watched the ASK show. Most importantly, Pantene sales increased 3% during the campaign, a massive hike given existing penetration.