Pantene's' perfect curls hair cream is one of the most loved hair products in Israel - where 25% of the women are curly!

But, due to regional lineup changes, Pantene stopped distributing the cream. As a result, women with curly hair nationwide formed a protest group on Facebook, were they voiced their frustration. We knew we had to confront the conversation

Insight:

Without the cream, it's not just a bad hair day…

But a bad day altogether!!!

Solution:

Since we couldn't solve the bad hair day, we decided to turn it into a good day! We picked the statuses of the active protestors, and gave them a surprising compensation according to their complaints: Shira from Tel-Aviv posted: "nothing looks good on me due to my bad looking hair"… So we sent her on a shopping spree with a professional stylist! Ariel from Eilat posted: "That's it; I'm about to straightening my curls!" So we took her to a beauty treatment with Pantene’s official hair dresser and a professional fashion shoot! Natali from Netanya posted: “As my curls stopped glowing, my love life lost its spark” So we picked her up by a limo to a romantic dinner with her husband and a night at a luxurious suite! Hila from beer Shiva who wrote that her curls are sad: got tickets to a stand up show! And many more…

Results:

Over two hundred thousand women's were exposed to our initiative, finally leading Pantene's global management to bring the product back!

Our campaign utilized Pantene's Facebook group and turned it into a listening tool and a means to reconnect with consumers. After us identifying the exact needs of our customer, we had begun to plan her surprise. While arriving at the customer's house and giving her the news, we began shooting the event so that everyone believed that we did actually happened. As a result, traditional media picked up on the conversation with extensive coverage throughout conventional media channels; bring our initiative from online to offline as well. As more and more people had become aware of what we had done, our brand's appreciation sky rocketed.

As the girls began sharing their surprising experiences, the group erupted… Over two hundred thousand women were exposed to our initiative!! The media picked up on the conversation with extensive coverage on blogs, websites, newspapers and even international TV broadcasts! All in all, total free media coverage of half a million dollars!!! But the truly surprising result: Pantene's global management finally brought the product back. For the official announcement we invited the FB members to a VIP movie premiere where we surprised them one last time... With the beloved cream under their seats!!!