8 out of 10 Indonesian women still believe that Shampoo alone is good enough for their hair, make more than 80% of them not satisfied with their hair. And for good reason, the cluttered communication from shampoo commercials, including Pantene, shows similar benefit: just by shampooing alone a beautiful woman can have beautiful hair.

Consumers have no reasons to use additional products, leading to the decline of conditioner category growth years after years. When shampoo already hit 98% penetration, the conditioner category in Indonesia stay low at 16%.

The brief is to launch the new Pantene Miracles Hair Supplement, the first ever hair supplement for Daily Usage (Conditioner) and weekly usage (Hair Mask) by creating a breakthrough campaign that make can make Indonesian belief that shampooing alone is not enough.

We break the Pantene influencer and celebrity stereotype, from gracefully beautiful woman into moody man with ‘Short-Fused’ temperament.

We pick Keanu Angelo (IG: @keanuagl); to deliver Pantene Miracles superiority, we find the ultimate enemy: “Tired Hair” - hair that looks dull, frizzy, broken and unmanageable that often leads to Indonesian women having a bad hair day, ruining their mood.

Tired hair not only talking about a bad hair condition, but also ruin your mood and day.

To make people aware about this problem, we orchestrate Keanu's journey from his “tired hair” problem until finding solution where Pantene Miracles conditioner comes.

We approach female publishers, beauty reviewers, and beauty KOLs to engage with his hair transformation journey, showing the true living prove to Gen Z and Young Millennial women who use just shampoo but go for occasional salon treatment, show what the product can do to recharge your hair, so they can be recharged too.

Educate and Advocate

In instagram and tiktok, we sparked the conversation by Keanu and several nano-KOLs that talked about #RambutCapek (tired hair) problem that can’t solved by any shampoo.

Awareness

We launched Keanu's first beauty commercial on YouTube – as the highest penetration online video platform – to drove reach and exposure on our owned channel. TikTok, the emerging viral media channel, was added to the mix to create additional buzz.

Retargeting and Action

We time targeted Keanu's various 6seconds videos to remind the audience about the product efficacy and push to sales.

2 months before the video commercial launch we managed to gained 814K reach 17.1K engagement, and 874K impression from 25 beauty publishers (664 IDX vs KPI)

Our search volume rose and set a new record, being the highest ever for Pantene! By the time people were searching for Pantene Miracles, we were already present across and on top of the search engine, scoring 4.7 out of 5 in top rating and review platforms!

After video commercial launched, over 1.6 million engagements gained from 52 articles and 300 contents created across KOL, publisher and viral accounts in Indonesia, valued at $142.000, all free!

The impact also reflected on the sales, after years of decline, Pantene experiencing double digit growth at 114%.

The campaign established Pantene Miracles position as a conditioner growth driver, growing 11.5% on 3 month campaign rolling period compare to last year performance.

Just like the name, it does bring Miracles.