We put out Pantene’s first ever casting call for our new “girl-next-door” spokesperson via a webcast, job postings and other media. From 200 videos we chose three finalists who styled with Pantene in the morning, and went about their day as they normally would. Ten hours later, Pantene Spokesperson/TV Style Guru Stacy London appeared at the winner’s door - on live TV - to see if Pantene held her hairstyle.We wanted to prove Pantene’s effectiveness on a real woman in real life, and it paid off. Her hairstyle held even 10 hours later – no tricks, stunts or professional help. The live spot aired simultaneously across four U.S. and Canadian networks in the live season finale of the hit reality show “The Biggest Loser.”

We earned 1.77 billion impressions, shattering our 1 billion impressions goal. Even better, close to 70% of the total goal came at no incremental cost. Our unprecedented haircare buzz created three times Facebook’s usual response rate, Pantene’s highest-ever engagement rate on Twitter and double our previous total impressions average.

Women were so eager to try the new Pantene, shipments experienced a 46% lift versus the previous record month. Ultimately, P&G called it a new way of brand building, but in reality, all it took was a “show and tell” to get her to believe in Pantene again.