Henrik Lundqvist (hockey goalie extraordinaire) has been the Swedish Head & Shoulders ambassador for 4 successful years. But people had started to raise the question of whether Henrik truly uses H&S. Our mission was to strengthen the credibility of Henrik’s ambassadorship through earned media and to leverage the target group’s engagement to drive sales.

The target group appreciates when they get to see a different, more personal and humorous side of Henrik. And since Henrik really uses H&S we wanted to create an honest yet funny campaign that enabled the target group to get closer to the real Henrik. TVCs without Henrik were planned to air, so we had to solely rely on creating content that could generate spread and earned media.

September:

The press conference film was given exclusively to one of Sweden's largest newspapers online: Sportbladet. Once the film was live we seeded the film to several other publications and media.

October:

We teased about the podcast to broad media gaining interest and engagement ahead of launch. Each podcast episode had it's own media angle and we seeded the episodes together with additional content (comments from Henrik, in-depth information etc) towards different media segments.

November:

We contacted media ahead of Henrik's guest appearance in another brand's TVC which helped build the story that Henrik was once again focused on being the H&S ambassador.

September-November:

Exclusive Interviews, a media collaboration on expressen.se and meet-and-greet competitions were launched to keep the conversation buzzing during the fall/winter.