To launch Pantene Expert in Latin America in a time of scarcity, we went social big time. We kicked off the campaign with a playful digital teaser starring the brand's spokespersons (Gisele Bündchen/Courteney Cox) that went viral. It was followed with an army of bloggers and beauty editors raising the issue in a credible way. We closed the loop with a run of TV ads and print ads. The strategy paid off. After only 3 months, Pantene Expert became a favorite in Mexico, Argentina and Brazil.
How do you make a run-of-the-mill benefit like hydration feel new and irresistible? You link it to the latest salon hydration treatment trend and add a twist to the benefit (sealing). Execute the campaign with best selling local celebs and one of the best beauty directors in the world (Tryan George) and you’ve got quite a hit in your hands.
