SITUATION

Selena Gomez is a big superstar with over 120 million Instagram followers globally, of which around half are millennial women between the ages 18 and 35*.

In early 2016, Selena launched her new album and announced a worldwide Revival tour that included a performance in Jakarta on 23rd July 2016. It was a big opportunity for Pantene that wanted to use Selena as the new global ambassador to engage Indonesian millennial women. Unfortunately, a competitive-brand got the “exclusive” sponsorship for Selena’s concert in Indonesia, booting out any possibility for Pantene to use its ambassador officially.

BRIEF

Steal Selena Gomez!

OBJECTIVES

1. Massively engage Indonesian millennial women by using Selena. Reach 15 million women through social media platforms.

2. Make Indonesian millennial women interested to buy Pantene. Grow volume especially in modern channels (hyper/super and mini markets).

*source: Captive8, 2016.

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StealTheAttention!

Whenever Indonesian millennial women watched Selena’s music video on Youtube, saw Selena’s looks on lifestyle portals, or talked about her style on Facebook, they got to see Selena’s beautiful strong hair from Pantene’s global assets. At this point, we told them that they could have hair like Selena’s too.

StealTheExperience!

We hijacked the surrounding concert venue; branded the road to venue with Pantene and Selena, opened a Pantene salon-booth next to the venue, invited fans and lifestyle journalists to style their hair like Selena before the concert, and encouraged them to fill their social media timelines with these activities.

StealTheExposure!

We collaborated with KOLs and Selena’s fanbase to use #SelenaxPantene in all their conversations on Twitter, Instagram and Facebook.

We dominated the Youtube channel with masthead, and news and female channels with media road block.

Our lifestyle media partners ensured complete coverage of our PR event at the venue.

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