Company Procter & Gamble
Campaign Polamalooza Head & Shoulders
Agency mix SMG, media planning; Riber Sports Marketing Group, sports marketing; Resource Interactive, digital; Upshot, in-store; Marina Maher Communications (MMC), PR; Saatchi & Saatchi, advertising; Dieste, Hispanic advertising
Lead agencies MMC and Saatchi & SaatchiIn-house team April Anslinger, brand manager; Lynn Hicks, consumer market knowledge manager; Mihira Patel, assistant brand manager; Mary Woods, external relations manager; Michele McNamara, senior category AE
Last year, P&G's Head & Shoulders brand introduced one of its first male-centric marketing campaigns with spokesperson Troy Polamalu of the Pittsburgh Steelers. With this year's launch of Hair Endurance, the first sham- poo designed with hair-thinning concerns of its 18- to 49-year-old male target in mind, the team built on its original concept. Dubbed "Polamalooza," the campaign is its most integrated to date, explains brand manager April Anslinger.
This August, the marketing team insured Polamalu's hair for $1 million to protect his locks during the 2010 NFL season, a PR strategy it hoped would garner buzz and drive consumers to new microsite Troyshair.com.
To sustain interest throughout the NFL football season, it also launched the Polamalooza Mane Event, a weekly, bracket-style tournament on Troyshair.com where eight NFL legends competed for the title of most iconic NFL hairstyle of all time.
"Our goal was to engage consumers each week and have them come back and visit our site," says Anslinger. "Every year, you have to get more creative."
The digital and PR teams also developed Facebook.com/HeadandShouldersForMen and a mobile app where consumers can have their photo "polamalized."
The effort is the brand's most integrated undertaking, she adds, especially with regard to external relations and digital activities.
Followed by traditional media relations and an ad campaign that runs through the NFL season, the team sent wigs to sports reporters and newscasters and tied the insurance policy and Mane Event into paid integrations with popular shows Mike & Mike and Jimmy Kimmel Live! The team also developed creative aimed at Hispanic consumers.
"PR was such an integral part of the campaign designed to get people to interact with the brand and build buzz with influencers and consumers," says external relations manager Mary Woods. "Consumers trust the brand. Now we're making them love it."