For the first time in Pantene Indonesia’s history, we’re using an influencer that no other hair care brand ever used before. Move away from Pantene perfect, elegant female celebrity into someone “un-Pantene”.

The bold move to shifted Pantene’s communication pattern successfully catch everyone by surprise and spark bigger conversation about the product that lead to sales.

Our picked for male figure to represent Pantene also bring up the equality and inclusion topics, make media covers beyond than just about product news, but bigger conversation about how Pantene really providing great hair day for (literally) everyone!

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%.

To move the needle and break the category cluttered, we introduce new category of haircare from Pantene: Pantene Miracles Hair Supplement, the first ever hair supplement for Daily Usage (Conditioner) and weekly usage (Hair Mask).

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.

Pantene Miracles is the first ever Hair Supplement that can recharged tired hair, restore the mood and bring good hair day for Indonesian women. Hence our “Recharged Hair, Recharged Me” campaign.

To make sure the newness of our product and communication strategy cut-through 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); the controversial character who notoriously (and comically) famous for his short temper and often teased by his follower because of his long unruly hair.

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 the message journey from coverage about “tired hair” problem into “recharged hair, recharged me” solution where Pantene Miracles conditioner comes, recharged your hair, and save the day.

We approach female publishers, beauty reviewers, and beauty KOLs, target the campaign to Indonesian Gen Z and Young Millennial women who use just shampoo but go for occasional salon treatment.

2 months before the video commercial launch, while the organic social media conversation rolls, we approached local beauty publishers and KOLs to talk more about the knowledge about the term #RambutCapek (tired hair) that everyone talks about in social media and share the knowledge of conditioner as the solution.

Powered by rating and review campaign by partnering with well-known female publishers to get more reliable online product rating and review.

After the video launch we partnering with female and lifestyle publishers to talk more about the heart behind the campaign, letting people know about Pantene one mission; “Providing great hair day for everyone”.

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

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 past 3 months rolling vs YA.

Just like the name, it does bring Miracles.