Pantene recognized a key problem for women in the region: summer frizz. Summer in the region is undoubtedly one of the warmest in the world, coupled with extreme humidity; women are faced with uncontrollable hair frizz. After undergoing research, Pantene uncovered the truth about hair frizz that no one was talking about. You know how they say opposites attract? Well, when hair is dry, it attracts humidity and when hair is moisturized, it repels humidity. While all this time women believed humidity is the main cause of frizz and there’s no solution for it, Pantene took it upon themselves to educate women on the real cause: hair dryness! While, offering them a solution that put their frizz worries at bay all summer long.

Everyone likes surprises, but not frizz surprises. It gets worse in the summer, you think that with the slightest bit of humidity, your hair turns into a puffball. But all of that was about to change when Pantene introduces the Goodbye Summer Frizz Oil Replacement. To break the misconceptions, Pantene launched the #GoodbyeSummerFrizz campaign with a stunt driven by a wave of influencers, from celebrities to micro-influencers, to catch people’s attention and generate an organic conversation around summer frizz. The stunt was to share the craziest, frizziest hair moment amidst the summer heat, which had the stopping power to stir people’s interest and generate the needed engagement. Following the stunt, the girls were to uncover the truth about frizz and put all the frizz myths to sleep all while driving the #GoodbyeSummerFrizz Oil Replacement as the solution.

This campaign was executed across Instagram and TikTok strategically considering brand's target audience, females in KSA, UAE, KWT and EGY, 18 – 35, who are most engaged with related beauty topics on these platforms. We determined our audience size versus this audience set and selected key opinion leaders and influencers in the region that would maximize awareness through reach and impressions, consideration through engagement and lastly trial through link clicks to e-commerce platforms unique to each market. These influencers created sets of content in phases and types with consistent messages to increase ad recall and purchase intent within this period. We utilized fun and info-taining content through Reels and TikToks supported by engaging personal messages and product testimonials through Instagram Story Series. We deployed several engagement elements such as polls, question boxes and other features to hook consumers within our conversation to retain their attention across our key messages.

Pantene partnered up with a total of 38 influencers, Instagram being the primary platform, with TikTok as secondary. The launch aimed at driving talkability, when KOLs shared a picture of their frizziest hair moment & posted it on their feed for everyone to see, which was out of the ordinary for beauty influencers who only share picture-perfect moments. That’s when Pantene broke through the clutter & introduced their new collection, Goodbye Summer Frizz. The launch took place in August and September, which is when humidity is at its peak in the region. In October, they saw an opportunity to be present in the most talked about event in the region, Gouna Film Festival, because after all, women want to ensure their hair remains frizz-free throughout the event! This is where Pantene did their first KOL page takeover. Next, Pantene launched an activation during Diwali, which was followed by White Friday.

For a product that was only launched in August 2021, our campaign results exceeded expectation both online and offline. Online, we amassed more than 25.8 million consumer impressions. This translated into 1.3M+ consumers that directly interacted with our branded messages. The product sold out on Amazon and became among the top 5 best sellers in the Oil Replacement category. Offline the Pantene brand sales uplift was +2% in KSA, +1% in UAE, and +13% in EGY (compared vs. same period last year).