OUR OPPORTUNITY WAS CLEAR: GIVE WOMEN THE STRENGTH THEY NEED FOR THEIR DAILY FIGHT

We wanted to prove that a woman's power is no longer defined by surface beauty alone, but instead by her inner strength—and of course, prove all the haters wrong in the process.

WE GAVE WOMEN A RALLY CRY—“DON’T HATE ME BECAUSE I’M STRONG”

We turned our iconic 80’s tagline “Don’t Hate Me Because I’m Beautiful” on its head, flipping our brand message to empower the current generation of women.

AND BUCKED ALL NORMS FOR A BEAUTY BRAND, PICKING A CONTROVERSIAL PARTNER TO DELIVER THE MESSAGE… "THE STRONGEST WOMAN IN THE WORLD," PROFESSIONAL FIGHTER, RONDA ROUSEY

People love to hate and hate to love her. She broke gender barriers to become the first woman to compete in the Ultimate Fighting Championship (UFC). She personifies the constant fight all women can relate to.

INTRODUCED RONDA AS THE FACE OF PANTENE IN A VOGUE EXCLUSIVE

We partnered with the ultimate beauty bible, Vogue, to announce Pantene’s first sweaty-hair model.

LAUNCHED HERO FILM DURING RONDA’S ONLY PRE-FIGHT INTERVIEW

Every media outlet wanted to talk to Ronda, but only Pantene had access. We leveraged this exclusivity to debut our anthemic film on late night TV. We followed up with a multi-channel program including online video, social, and influencer support.

WE HIJACKED THE MOST ANTICIPATED SPORTING EVENT OF THE SEASON

We knew all eyes would be on Ronda’s comeback fight so we took over the event. We released our own fight posters and bought media IN the arena and on Pay-Per-View.

PANTENE DIDN’T BACK DOWN EVEN WHEN RONDA LOST

Ronda lost her comeback fight in 48 seconds, and haters loved it. So we pushed even harder. We amplified our message with top sports influencers and paid media.

“QUITE POSSIBLY ONE OF THE MOST INFLUENTIAL BEAUTY BRAND MESSAGES WE’VE SEEN THIS YEAR” – InStyle MAGAZINE

EVERYONE TOOK NOTICE

One billion total media impressions across The Late, Late Show with James Corden, Conan O’Brien, and top-tier media outlets, including Vogue, ESPN, USA Today, New York Magazine, and Harper’s BAZAAR (Source: Cision)

OUTPERFORMING ALL PROGRAM KPIs

• Reached 875.9 million earned impressions, outperforming P&G benchmarks including Pantene’s “Sorry, Not Sorry” and Always’ “Like A Girl” (Source: Cision)

• Surpassed virality goal with a 1:21 paid to earned ratio

• Achieved 2.61% lift in absolute brand awareness, “best in class” for a CPG brand, and significant ad recall lift at 4.02% (Source: YouTube Brand Lift Study)

MOST IMPORTANLY, CONSUMERS STARTED LOVING PANTENE AGAIN

• 90% positive consumer sentiment (Source: Sprinklr)

• 800.5% lift in brand interest (Source: YouTube Brand Lift Study)

• 1,281% over delivered consumer engagements with influencer social posts across Facebook, Instagram, and Twitter (Source: WhoSay)