Pantene Hairstyle Challenges

How could Pantene and Target remind women they’re #StrongerTogether?

The Insight
We started with a human truth. Girls strengthen friendships by playing with each other’s hair. And when they grow up, that bonding behavior becomes shopping at Target.

The Idea
Launch a series of Pantene Hairstyle Challenges to bring BFFs closer together, while demonstrating the benefits of shampoo & conditioner.

The Execution
BFF influencers @targetdoesitagain challenged their followers to participate in the hairstyle challenges for a chance to win the ultimate BFF shopping spree at Target.

The Results
Over 700 women participated in our Pantene Hairstyle Challenges. With zero paid media.
And Pantene sales spiked at Target, reversing a YoY decline.

CD/Art: Laura Dauley
CD/Copy: Alma Klein
Sr. Copywriter: Amy Creyer
Art Director: Olen Amelia

The Pantene Hairstyle Challenges

The response was overwhelming as BFFs leapt at the opportunity to bond over hair once again, just like they did as kids.