Cannes Lions

The most extreme hair test in the world

GREY HONG KONG, Hong Kong / PROCTER & GAMBLE / 2017

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Film
Film

Overview

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Credits

Overview

Description

Our target is the Chinese young women who style their hair every day. But with all the hair colouring, blow-drying, and straightening, it leaves their hair dry and weak. Hence, treatment conditioner is essential to their lifestyle.

However, they are very practical when it comes to their purchase decision, to them, product performance weighs more than just a brand name. Considering their skepticism about the tall claims from Chinese commercials, the conventional laboratory proof tests no longer work and resonate with the evolved Chinese consumers.

This skepticism gives us an incredible starting point: can we abandon the conventional scientific proof to market 3MM Conditioner, and literally challenge its product performance to the extreme?

Therefore, we decided to conduct ‘The Most Extreme Hair Test in the World’ to create tremendous awareness and interest among consumers.

Execution

Partnering with engineers and aircraft experts, we created the biggest blowdryer in the world, an electric turbine, and matched it to the real force of an airplane reaching the power of more than 5,000 typical blowdryers. The hair test was filmed, and observed first-hand by China’s leading key opinion leaders (KOLs) on site.

While the film was distributed online by Pantene, KOLs also streamed their first-hand experience of the hair test online – communicating a powerful yet convincing miracle from different perspectives.

Not only did this larger-than-life film demonstrate the miracle benefits of 3MM Conditioner, but also tagged along with drive-to-trial efforts on e-commerce platforms, converting purchase desire into actual sales.

Outcome

Not only did the campaign become talk of the town, but also bring the record high business result to Pantene

1. Create massive awareness and interest among key influencers and consumers with 20 million hits in a week

• In just one day, the film garnered over 24.8 million impressions, and over 4.5 million clicks, which is 5.9% higher than the category golden case by Head & Shoulders (the top selling hair care brand in China)

• The KOLs as the eyewitnesses also brought additional 115 million impressions and engaged with over 1 million consumers on social media, making the hair test the talk of the town.

2. Increase share across e-commerce and retail channels by 0.7%

• During the campaign period, the sales offtake of 3 Minutes Miracle was 24X higher than normal days

• On E-commerce, 3MM gained 3% conditioner share on JD.com and up to 2% in personal care stores.

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