Cannes Lions

PANTENE PRO-V STYLE

STARCOM ITALIA, Milan / PROCTER & GAMBLE / 2009

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Overview

Entries

Credits

Overview

Execution

The strategy was activated throughout the selected media using a unique creative idea exploited in a synergistic way.The initiative was supported with National TV (to build and boost awareness) and fashion print (with an educational role on the new concept for the product line); plus a geographical focus on Milano before and during the fashion event. Heavy presence of out of home activities, when fashion specialists/stakeholders were moving around the city: taxi’s, bus stop shelters and cards in top bars. A partnership with Glamour (one of the top fashion magazines in Italy,) was built up in order to leverage the relevance of the contents of the title. Glamour delivered an exclusive Hair Fashion Guide created and sponsored by Pantene (the guide was also available as a Gift with Purchase in-store).

On-line bannering campaign focused on fashion/beauty vertical sites linked to Pantene web sites.

Outcome

The campaign had amazing results considering the expectations and the historical trend of the market (considerably cluttered and led by Studio Line). In only 3 months, Pantene Hair Spray share grew about 0.6 points, and the total styling line by 0.5. A significant growth was observed also in awareness KPI’s. As a consequence on FY08/09 Pantene Style was treated as the same level as care products and considered a business priority due to its big potential.

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