PANTENE CREATED A “DAD-DO”

We convinced dads that the next generation of strong women is in their hands. Literally. We gave dads the tools for spending a new kind of quality time with their daughters, in their world, doing something that makes them feel stronger and more beautiful: their hair. Because even a small amount time spent doing their daughters’ hair has a huge impact on the women they will become.

THE NEXT GENERATION OF STRONG IS IN YOUR HANDS. LITERALLY.

We created how-to videos for dads, in their language, featuring National Football League (NFL) players and their daughters. The videos launched across various social and online platforms days before the most-watched U.S. sporting event – Super Bowl 50 – where we knew dads would be watching. We coined the hair tutorials ‘Dad-Dos,’ encouraging dads everywhere to give them a try.

We hosted live classes for fathers and daughters, created downloadable instructional flash cards to try together, and created Dad-Do style kits to make father-daughter time accessible and fun!

#DADDO BECAME A CULTURAL CONVERSATION

The response was unprecedented. In a week, #DadDos earned 1.68 BILLION media impressions and 45MM video views. With 250MM social media impressions, we ignited a conversation about the importance of meaningful father-daughter relationships. Dads and daughters posted their own #DadDos on Instagram and Twitter. #DadDo trended organically on Facebook 48 hours after launch.

THE CONVERSATION WAS PICKED UP BY NATIONAL MEDIA

Media across categories featured the work, including: Vogue, Good Morning America, Today, The New York Times, Rolling Stone and ESPN. Dad-Do became one of the year’s top Super Bowl commercials – without airing a national spot during the game.

OTHER STRONG WOMEN TOOK NOTICE

Michelle Obama and Sheryl Sandberg reached out to get involved.

MOST IMPORTANTLY, GIRLS EVERYWHERE STARTED FEELING STRONGER

6.75MM fathers learned the importance of time with their daughters, resulting in 1.125MM more hours spent toward building the next generation of strong women.