Best Viral 2017

Pantene Dad-Do garnered 1.68 billion media impressions and 45 million video views. #DadDo trended organically on Facebook for 48 hours after launch, with dads and daughters posting their own #DadDo pieces.

Winner

DeVries Global, Grey New York, and Pantene
Pantene Dad-Do: Fostering the Next Generation of Strong Women

Moms have long helped little girls with their hair in the morning. As part of Pantene’s Strong is Beautiful campaign, which launched in 2015, the P&G-owned haircare brand wanted to involve dads with the morning ritual.

The idea for the campaign stemmed from a study demonstrating that girls who have supportive dads have high levels of educational and economic achievement, confidence, self-reliance, and psychological well-being.

Pantene wanted to drive a national conversation around the importance of father-daughter relationships in order to foster the next generation of strong women.

To get the message out, Pantene created videos showing NFL stars Benjamin Watson, DeAngelo Williams, and Jason Witten spending quality time with their daughters by styling their hair.

The tutorials were called Dad-Do and were released days before Super Bowl 50 in February 2016. Pantene gave Refinery29 an exclusive story and the conversation subsequently went viral, sweeping national media. Pantene also mobilized an influencer network made up of Pantene ambassadors, other celebrity dads, and lifestyle experts to further get word out.

The campaign was "human, adorable, and shareable," one judge explained.

Pantene Dad-Do garnered 1.68 billion media impressions and 45 million video views. #DadDo trended organically on Facebook for 48 hours after launch, with dads and daughters posting their own #DadDo pieces.

Additionally, such strong women as former first lady Michelle Obama and Facebook COO Sheryl Sandberg took notice and reached out.

"This campaign was absolutely everywhere and has continued to be relevant and drive a long tail of activity on social," another judge added.

Pantene Dad-Do was the most successful launch in the company’s history.


Honorable Mention

MSLGroup, Leo Burnett, and P&G Always,
#LikeAGirl: Girl Emojis

There was a dearth of emojis symbolizing the wide array of amazing things girls can do. P&G’s #LikeAGirl Girl Emojis campaign rallied girls around the world through an online film, social media, earned media, and influencer efforts to request that the Unicode Consortium change that. In May, the consortium approved 13 new emojis to better represent and empower girls. Building on its popular #LikeAGirl effort, which aims to keep girls confident by creating change, the campaign’s video garnered 30 million views.

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