MMK+ created an irresistibly glamorous campaign that communicated an empowering message,packed an emotional punch and successfully engaged Procter & Gamble’s target audience for its hair- care brand Pantene.
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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. Tapping into this spirited zeitgeist was accomplished by releasing an unbranded original pop song by Argentine superstar Tini Stoessel that was cleverly embedded with Pantene Combing Crème Collection’s key message, “let your hair down.”
The song was strategically launched before any formal partnership was announced. Once Stoessel uploaded the new single “Suéltate El Pelo” (Let Your Hair Down), to her YouTube account, it quickly became the Argentine superstar’s most popular and trending song. Only then did she reveal her partnership with Pantene and announced a #PanteneLoversTour. After that, the word was further spread by a diverse set of 27 influential women from 10 Latin American countries who were chosen as brand ambassadors.
The results of the campaign were beyond imagination: Pantene’s original song, “Suéltate El Pelo,” was viewed 4 million times on YouTube in the three days following its release. Since then, views have risen to 44 million. In addition, the song climbed to #1 in the Argentina Trending Topics and #6 in Chile & Colombia in the first 24 hours of release.
Judge's comment: The judges said: “This was excellent. Energizing, exciting and fun. Great insights and use of influencers. In the beauty world it is hard to get cut through without new product development — Pantene, although a loved brand, was around for a while. This idea was a rally cry for the Pantene woman and a great way for a brand to give back by helping women feel empowered and motivated.”
