The Pantene Beauty Bus – a traveling hair - care salon that featured top stylists who transformed our target’s hair using Pantene’s Triple Transformation Method – visited high - profile locations in several Venezuelan cities. The result? Lines of women waiting outside each bus for their chance to be pampered and transformed by Pantene stylists.

Two weeks after the conclusion of the campaign, 80% of those who 'got-on-the-bus' told their friends about it, and 99% said they wanted to experience the Pantene method again. Ninety-five percent of target audience non-participants had heard of the new Pantene line – a sign that WOM was strong and getting stronger.