Leveraging on Taiwanese appetite for gossip: Step 1: We start a gossip around Jolin (a super star in Taiwan):“A mysterious shampoo has made Jolin’s hair beautiful” Use TVC and various media asking Taiwanese to help the male lead find the shampoo.Step 2: LIVE 6days/24hrs online webcast.

Taiwanese can interact with the male lead, giving him suggestion where the shampoo might be.Step 3: The 6th day, male lead finally found the shampoo with the help of public, revealed the answer Head&Shoulders.

Step 4: TVC was launched on the 7th day, announcing that Head&Shoulders makes Jolin’s hair so attractive.

Result: The campaign successfully change the perception of the Taiwanese minds, that Head & Shoulders not just get rid of your dandruff, but can also give you beautiful hair. ●　Record set in Taiwan for an online campaign, 6days/134,092 people participated ●　Record set in Taiwan Yahoo, highest click rate on key word search ●　Record set in Taiwan Proctor & Gamble Hair Care category, highest participation rate