PRWeek Global Awards Winners 2020 - Best Campaign: LATAM

Winner of the Best Campaign in LATAM category for 2020 is 'Let Your Hair Down – Suéltate El Pelo' by MMK+ (Ketchum Brazil) for Procter & Gamble’s Pantene.

Pantene was looking for a bold strategy to promote its newly reformulated Combing Crème Collection. It was MMK+’s job to figure out how to tap into the female target audience’s zeitgeist and craft a dynamic PR campaign.

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Brand research showed that, for women in Latin America, empowerment was a unifying goal. Research also revealed Latin American women consider hair their most powerful beauty asset. Combine the two, and you get Argentine superstar Tini Stoessel — an exemplification of Latin American beauty and female empowerment.

MMK collaborated with the pop superstar to write and record a song called Let Your Hair Down. The song was released with no mention of a partnership with Pantene — only after it climbed up the charts did Stoessel reveal the collaboration on Instagram.

Phase two of the campaign included adding a large, influential chorus of Latin American beauty influencers — #SuéltateElPelo — who, after enjoying a four-day immersive product experience at a luxury hotel, took to social media to share their product recommendations and tips.

The glamorous campaign grew year-over-year Pantene sales volume for the product in Latin America by 180%; market share by more than 115%. The initiative generated a total of 78.4 million impressions across the region, with 90% of campaign results driven solely by earned activities.

Based on the brand’s social tracking reports, Pantene secured a 93% total share of voice in Latin America over the four days of the influencers’ immersion, and more than 6,000 branded mentions, versus 2,000 in an average week.

Judge's comment: "This idea was a rallying cry for the Pantene woman and great for a brand to give back by helping women feel empowered and motivated. This was excellent. Energizing, exciting and fun. Great insights and use of influencers.”

Highly Commended

Towards Life – Depression Without Taboo, CDN Comunicação for Pfizer

CDN’s Towards Life communication movement on behalf of Pfizer invited people to talk about #DepressionSemTabu (#DepressionWithoutTaboo). The campaign organically engaged the most powerful voices in Brazil, breaking record engagement on the Pfizer website with more than 28 thousand shares, and attracting global attention with an installation in São Paulo.

Shortlisted

'Heroes of the Community' for BanQi by Sherlock Communications

'SEMPRE LIVRE®, Sempre Juntas' for Johnson & Johnson Consumer Health - Stay Free Brand by FleishmanHillard Brasil


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