Pantene identified that weather triggers such as humidity, heat, wind, and rain cause moments of concern for a women about her hair. They used local weather and digitized circular data – price and promotional information from individual local retailers – to match the most relevant product for the current conditions and provide price details based on the closest location of one of five select retailers: Walgreens, CVS, Walmart, Target and Kroger.

Coupling the weather data with individual store data and using cutting-edge video rendering technology, Pantene generated millions of broadcast quality personalized video ads that gave women concrete solutions to their real-time hair care problems by showing them the products to use and driving them to their closest neighbourhood store.

Hyper-local store circular data was used to inform product price and promotion at individual retailers. Weather information in various cities was integrated in real time.

A premiere CPG retail sales data provider and measurement firm provided targeting data for the campaign in addition to sales performance measurement. CPG retail sales data comes from two sources:

- Big Data: frequent shopper information from over 18,000 retail locations and 90 million+ households

- Smart Data: Specific data sets used to calibrate the shopper data to make it nationally representative since it includes retailers that do not offer loyalty cards.

The transaction-level data used tracks over 1.5 million UPCs, enabling rich, granular analyses and insights into the consumer buying. In implementing this data, Pantene was able to discover their most valuable target audiences in order to deliver the most relevant message, and to measure its effect on driving incremental sales and return on ad spend (ROAS.)

Pantene used this extensive data with local, retail, product, price, and promotional information. Audience targeting was executed programmatically on a hyper-local level down to individual store locations. By incorporating this data in the audience buying process, buyer and prospect programs were enabled.

Through this highly data-driven video campaign, Pantene gave their existing creative a strategic refresh and created relevant messaging for specific women across the US. The creativity of this campaign takes the idea of “personalized” video advertising to an entirely new level, allowing Pantene to get a leg up on competitors while driving performance for their brand.

By using hyper-relevant messaging and targeting, Pantene was able to achieve record-breaking results. The campaign achieved a $4.21 return on every $1 spent on advertising and a 10% lift in total sales. Videos were delivered to 10.4 million households and resulted in 14.7 million impressions.

Additionally, the data implemented in Pantene’s campaign actually changed shopping behaviour in the five key retailers featured, driving an increase in in-store purchases by up to 200%.