Our main goal was to reach 70% of our target market within the first month of the campaign, and to sustain it until the end. On a weekly basis, we aimed at reaching 50% of our market at effective exposure levels, to encourage them to try and purchase the new Pantene. These objectives were all met with the TV advertising alone. Incremental reach, most especially in areas with low TV penetration, resulted from radio, print and outdoor advertising.Besides reaching our target market for awareness, we aimed to raise our communication to a deeper level by executing creative media buys to support our cause. We had PR efforts of Mystery Women rallying around Metro Manila to express women’s cry for change – using hair as a metaphor. These activities were covered by news programs and talkshows to reach our consumers. Moreover, we supported with TV guestings Pantene’s endorser, Gretchen Barretto, who stands as our consumers’ role model in applying transformation in their lives as she did in her life.All these efforts not only introduced the new Pantene to our consumers, but at the same time established a relationship with them by being the answer to their want for change. The main idea was to introduce and create awareness for the new Pantene, aiming to increase sales. This was addressed by our Awareness Campaign, executed in TV, radio, print, and outdoor billboards. Communication goals were set for each medium, to ensure consumer appreciation and purchase of Pantene.On the other hand, we were tasked to educate our consumers with Pantene’s new and unique benefits – the end-look version. It is a benefit that none of the local shampoo brands have successfully communicated to the market. And since there are many women who misdiagnose their hair-type, and consequently use a shampoo that’s not appropriate for them, we came up with a Consumer Education Campaign to address our objective and our consumers’ issues. This phase kicked-off with PR efforts of Mystery Women – dressed in black, with colourful veils covering their bald heads – rallying around Metro Manila crying, “We want change. We want it now!” True enough, this activity brought about the public’s curiosity on what their cause is. All their activities were future heightened with news and talkshow coverage. Their cause and solution were only revealed in the launch event of Pantene in a popular mall (Glorietta 4). Once again, this event was covered by news programs and talkshows to increase media noise. The event featured Gretchen Barretto, Pantene’s celebrity endorser, who is also the epitome of transformation – not only from a once young actress into a beautiful and sophisticated women, but also from a life of struggles and difficulties into that of contentment and happiness.We also supported Gretchen with a number of TV guestings in popular talkshows, to promote Pantene, as well as to share her life of transformation. These guestings ranges from short portions to full talkshow program ownership with Gretchen as the sole interviewee. Pantene’s exposure, on the other hand , was from casual mentions to actual make – over sessions of other popular personalities.To further bond with our consumers, Pantene sponsored events and TV programs that cater to their interest, as well as promos to encourage consumer participation to further communication Pantene’s end-look versions.The campaign resulted to immediate increase in market shares by at least 14%, despite competitive efforts. Consumers also began to recognise the value of Pantene’s end look version to help them have the look they want. Besides brand growth, it also revived Gretchen’s career in show business. Considering Pantene’s successful launches in other Asian markets, we were challenged to achieve the same success in our market. We took the initiative to associate the theme, “Women want change and they want it now” in all our media buys, making sure that the message of transformation was relayed. We chose the same them as the topic of Gretchen Barretto guestings – our endorser who lead a life of transformation and strength.We also ensured extensive coverage of PR activated, to increase the awareness of the theme of transformation. Exposure was also extended to the Mystery Women with casual appearances in TV shows to heighten the market’s curiosity on their cause.We also attempted to strengthen the bond of Pantene with its target market. Considering the market’s lifestyle, we made sure to tap them in all their interests. We recommended events appropriate to strengthen association, and took advantage of on-site merchandising.Most of all, we contributed excellent negotiating skills to aid Pantene in extending mileage at the lowest possible cost. Not only did we recommend excellent communicating venues, but we also saved Pantene from high media investments. This entry is special simply because it uplifted women’s status in the market. We are not seen anymore as passive and submissive to others, but we are here to openly express our deepest wants and make sure we have them. We proved to others that our concerns are something that we should not be ashamed of, but something that’s worth announcing to the whole world. Every details of the media plan showed women that hey have the capability to make a difference, not only in their lives, but in others as well. Executions as plain as beauty tips to those of more profound and deeper insights of Gretchen Barretto guestings, only one message rose which is, “Women wasn’t change and they want it now!”The best execution is by choosing an endorser to serve as the epitome of all women who stood up for themselves – Gretchen Barretto. To our market, she’s a real woman who rose from life’s difficulties and trials. We took advantage of this reality and brought them closer to them. Now, our market doesn’t see her anymore as a media personality, but as a true woman, sharing their own deepest concerns.

Considering Pantene’s successful launches in other Asian markets, we were challenged to achieve the same success in our market. We took the initiative to associate the theme, “Women want change and they want it now” in all our media buys, making sure that the message of transformation was relayed. We chose the same them as the topic of Gretchen Barretto guestings – our endorser who lead a life of transformation and strength.We also ensured extensive coverage of PR activated, to increase the awareness of the theme of transformation. Exposure was also extended to the Mystery Women with casual appearances in TV shows to heighten the market’s curiosity on their cause.We also attempted to strengthen the bond of Pantene with its target market. Considering the market’s lifestyle, we made sure to tap them in all their interests. We recommended events appropriate to strengthen association, and took advantage of on-site merchandising.Most of all, we contributed excellent negotiating skills to aid Pantene in extending mileage at the lowest possible cost. Not only did we recommend excellent communicating venues, but we also saved Pantene from high media investments.