PANTENE CREATED A “DAD-DO”

We convinced dads that the next generation of strong women is in their hands. Literally. We gave dads the tools for spending a new kind of quality time with their daughters, in their world, doing something that makes them feel stronger and more beautiful: their hair. Because even a small amount time spent doing their daughters’ hair has a huge impact on the women they will become.

THE NEXT GENERATION OF STRONG IS IN YOUR HANDS. LITERALLY.

We created how-to videos for dads, in their language, featuring National Football League (NFL) players and their daughters. The videos launched across various social and online platforms days before the most-watched U.S. sporting event – Super Bowl 50 – where we knew dads would be watching. We coined the hair tutorials ‘Dad-Dos,’ encouraging dads everywhere to give them a try.

We hosted live classes for fathers and daughters, created downloadable instructional flash cards to try together, and created Dad-Do style kits to make father-daughter time accessible and fun!

#DADDO BECAME A CULTURAL CONVERSATION

The response was unprecedented. In a week, #DadDos earned 1.68 BILLION media impressions and 45MM video views. With 250MM social media impressions, we ignited a conversation about the importance of meaningful father-daughter relationships. Dads and daughters posted their own #DadDos on Instagram and Twitter. #DadDo trended organically on Facebook 48 hours after launch.

THE CONVERSATION WAS PICKED UP BY NATIONAL MEDIA

Media across categories featured the work, including: Vogue, Good Morning America, Today, The New York Times, Rolling Stone and ESPN. Dad-Do became one of the year’s top Super Bowl commercials – without airing a national spot during the game.

OTHER STRONG WOMEN TOOK NOTICE

Michelle Obama and Sheryl Sandberg reached out to get involved.

MOST IMPORTANTLY, GIRLS EVERYWHERE STARTED FEELING STRONGER

6.75MM fathers learned the importance of time with their daughters, resulting in 1.125MM more hours spent toward building the next generation of strong women.

PANTENE GAVE DADS THE TOOLS TO MAKE THEIR DAUGHTERS STRONGER

We leveraged the power of PR, social influencers, online video and television to create awareness. Then followed up with how-to videos, downloadable flash cards and coaching at pop-up salons to show dads how. We also enhanced the product experience with ‘Dad-Do Approved’ product stickers online, custom e-commerce content on Walmart.com, and Dad-Do style kits.

WE SET OUT TO HELP CREATE THE NEXT GENERATION OF STRONG WOMEN

The confidence to overcome societal constructs is built in childhood. Young girls need positive role models to help build their self-worth and encourage their passions. Strong girls become strong women. And strong women make the world a more beautiful place.

BY ENLISTING DADS TO MAKE HAIR TIME QUALITY TIME

Knowing that girls who spend quality time with their fathers grow up to be more confident, self-reliant women, we set out to help encourage more father-daughter time. Most every morning, little girls sit down to have their hair done – usually by Mom. Why couldn’t this be time with Dad?

PANTENE EXISTS TO MAKE WOMEN STRONGER

Pantene believes that Strong is Beautiful. It’s not just a tagline. It’s an ethos. It informs everything we say and do. We exist to make all women look and feel their strongest so they can achieve beautiful things.

DADS CAN HELP MAKE THEIR DAUGHTERS STRONGER

We found studies from Wake Forest University and the University of Utah proving quality father-daughter time plays a key role in daughters becoming stronger women. Girls with supportive dads enjoy higher levels of educational and economic achievement, confidence, self-reliance, and psychological well-being. They also tend to avoid teen pregnancies and abusive relationships, and have lower delinquency rates.

BUT DADS DON’T KNOW HOW

Unfortunately, despite increasingly fluid gender roles, American dads still struggle to find ways to engage with their daughters.