8 out of 10 Indonesian women still believe that Shampoo alone is good enough for their hair, make more than 80% of them not satisfied with their hair. And for good reason, the cluttered communication from shampoo commercials, including Pantene, shows similar benefit: just by shampooing alone a beautiful woman can have beautiful hair.

Consumers have no reasons to use additional products, leading to the decline of conditioner category growth years after years. When shampoo already hit 98% penetration, the conditioner category in Indonesia stay low at 16%.

To move the needle and break the category cluttered, we introduce new category of haircare from Pantene: Pantene Miracles Hair Supplement, the first ever hair supplement for Daily Usage (Conditioner) and weekly usage (Hair Mask).

To deliver Pantene Miracles superiority we find the ultimate enemy: “Tired Hair” - hair that looks dull, frizzy, broken and unmanageable that often leads to Indonesian women having a bad hair day, ruining their mood.

Pantene Miracles is the first ever Hair Supplement that can recharged tired hair, restore the mood and bring good hair day for Indonesian women. Hence our “Recharged Hair, Recharged Me” campaign.

To make sure the newness of our product and communication strategy cut-through we break the Pantene influencer and celebrity stereotype, from gracefully beautiful woman into moody man with ‘Short-Fused’ temperament. We pick Keanu Angelo (IG: @keanuagl); the controversial character who notoriously (and comically) famous for his short temper and often teased by his follower because of his long unruly hair.

Tired hair not only talking about a bad hair condition, but also ruin your mood and day.

To make people aware about this problem, we orchestrate the message journey from coverage about “tired hair” problem into “recharged hair, recharged me” solution where Pantene Miracles conditioner comes, recharged your hair, and save the day.

We approach female publishers, beauty reviewers, and beauty KOLs, target the campaign to Indonesian Gen Z and Young Millennial women who use just shampoo but go for occasional salon treatment.

Our orchestration start organically with conversation from Keanu who share his day-to-day problem of having tired hair. As his follower sharing their tips and tricks, Keanu will try anything, but nothing really work.

Soon, Pantene is responding to his cry. Keanu announce he will start his real hair transformation journey with Pantene, and build their anticipation for what to come.

On the big day we launched the 60 sec commercial on YouTube. Followed by four versions of 6 second vertical video format for IG and TikTok. We time targeted towards each asset one for the day, night, weekend, and used technology to target people with low mobile battery level to remind them to “Recharged” using interactive interstitial banner and our video!

And we didn’t stop there. The product was reviewed by hundreds of KOLs and we leveraged them by boosting some of the best ones as an ad on TikTok.

2 months before the video commercial launch we managed to gained 814K reach 17.1K engagement, and 874K impression from 25 beauty publishers (664 Index vs KPI)

Our search volume rose and set a new record, being the highest ever for Pantene! By the time people were searching for Pantene Miracles, we were already present across and on top of the search engine, scoring 4.7 out of 5 in top rating and review platforms!

After video commercial launched, over 1.6 million engagements gained from 52 articles and 300 contents created across KOL, publisher and viral accounts in Indonesia, valued at $142.000, all free!

After years of decline, Pantene experiencing double digit growth at 114%.

The campaign established Pantene Miracles position as a conditioner growth driver, growing 11.5% on past 3 months rolling vs YA.

Just like the name, it does bring Miracles.