Pantene Hairstyle Challenges
How could Pantene and Target remind women they’re #StrongerTogether?
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.
Launch a series of Pantene Hairstyle Challenges to bring BFFs closer together, while demonstrating the benefits of shampoo & conditioner.
BFF influencers @targetdoesitagain challenged their followers to participate in the hairstyle challenges for a chance to win the ultimate BFF shopping spree at Target.
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.