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.
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.”
Towards Life – Depression Without Taboo, CDN Comunicação for Pfizer
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