How to brand a piece of body language:Pantene went out on the road to Turkish universities in 28 cities asking them to participate in “Hair Swish Points.” This road show took a professional photo studio directly to women to get the beauty of their swish captured by expert photographers who then directed them on how to show their passion to the camera. The Pantene-branded pictures were then sent to women through Facebook so they could include them in their profile. We also asked women to upload their own hair swish photos to Pantene’s Facebook page, and upon completion, we convened a jury of famous hair designers to select the “most expressive”. The winner was featured in a professional photo shoot alongside Tuba Buyukustun in Vogue magazine and became the physical embodiment of the Pantene hair swish.

Women were more than happy to engage the brand during our campaign and share their confidence in Pantene:-Over 54,000 new fans in 50 days and 63 percent aged 18-24.

-More than 800,000 visits to Pantene’s Facebook page -2,500 hair swish uploads with 30,000 comments and 'likes'After two years of relatively unchanged top-of-mind awareness at about 35-40%, that measure JUMPED TO 50% during the two months of this campaign meaning one in every two females think of Pantene first when they think of shampoo.