We tapped the leading authority on weather, The Weather Channel, to power our dynamic and personalized haircasts and delivered them in a hyper-targeted way to maximize location relevancy across Mobile, Tablet, Desktop and TV - everywhere women check the weather. Each haircast and Pantene solution was derived from and delivered to specific zip codes with styling tips, making the message applicable to every woman’s individual situation. We also sent haircast kits to local meteorologists and beauty influencers, inviting them to share the local haircast with their viewers and social networks.

And since weather can be so unpredictable, we helped women take back their sense of confidence and control by providing a quick fix for any condition at the local Walgreens. In-store product displays were arranged by weather condition so women could easily find their solution and at the flagship Walgreens in NYC, a celebrity stylist gave shoppers live haircast advice.

We successfully made checking the haircast part of women’s daily routine and inserted ourselves into their social vernacular, seeing monthly volume of #haircast tweets increase by 7441%.

In the end, not only did we restore Walgreen’s confidence with Pantene, we drove a 24% increase in sales. We also won back our audience by giving them a 100% chance of self-confidence, optimism and sunny dispositions, whatever the weather.