Once in market, we created an attribution model to understand the campaign’s impact on sales. By comparing ad engagement, click through rates, site analytics, coupon redemptions, and store sales by product, we were able to attribute the effectiveness of the digital media in driving demand and sales for the brand.

During our program Pantene sales at Walgreens increased 10%, despite indexing over a very high previous year. Even more importantly, category sales at the retailer increased 9.5% vs. YA.

Not only did the campaign drive sales, but our Pantene Haircast hub saw 44% repeat traffic, suggesting that our shopper not only enjoyed the experience, but actually relied on the Pantene Haircast hub as her go-to tool. With the addition of the five-day Pantene Haircast, we changed her behavior from planning for the day at hand, to planning for the week ahead.

While the weather will always be unpredictable, the Pantene Haircast allowed her to outsmart Mother Nature by being more prepared to stop “I hate my hair” moments before they started.

As a control seeker, our shopper always aims to be prepared. This preparedness includes daily weather checks. The year one engagement data, however, suggested that it wasn’t enough for us to help our shopper react to the weather on a daily basis. We could better deliver on her need for control by helping her become proactive.

To do this, we started by turning her weather forecast into a personalized “Pantene Haircast.” Providing her with a full, five-day Pantene Haircast meant she would be more prepared for the week ahead, regardless of the weather.

Moving from one to five days of “haircasting” also meant that we could create a more relevant platform for introducing more Pantene solutions. This is where our algorithm came in.

Harnessing the collective data compiled across Pantene’s R&D team and the Weather Channel, our algorithm provided Pantene Haircasts that were personalized for shoppers, based on their location and time of day. The dynamic mobile and desktop hub housed five-day local Pantene Haircasts and paired them with product recommendations and styling tutorials. As the weather shifted between mild to moderate to severe, so did the Pantene Haircast and the solutions.

The hub also gave our shopper the chance to access and engage with social content from her peers and from expert bloggers who were providing additional styling suggestions for any weather condition. And, finally, the hub provided valuable offers to save on Pantene weather solutions at Walgreens.

Surrounding the Pantene Haircast was a complete omnichannel program that drove shoppers to the digital hub:

- Ad units served real-time contextually relevant, geo-targeted messaging based on the algorithm, further driving relevancy and creating a trigger to solve her “hair hate.”

- At Walgreens, the national displays from the pilot program were recast to tell a more regionally-specific weather story.