CASE STUDY: Pantene Malaysia's 14-day transformation challenge

Background 
While Pantene enjoyed a strong market share for its mainstream care products, the brand’s products were not considered for damaged hair problems.

Aim
Pantene needed to prove its latest range could provide solutions to damaged hair problems, quickly.

Execution
Pantene launched the ‘14-day transformation challenge’ reaching out to women who seek information on best hair care products through multiple media channels.

Pantene’s challenge, in association with Anugerah Skrin (or ASK Awards - Malaysia’s Emmys), showcased ordinary women whose damaged hair was transformed to beautiful, healthy hair in two weeks.

Promoted across TV, digital and social media platforms, 14 finalists documented their 14-day hair transformation. The competition winners were unveiled through the ASK Awards telecast and online TV channels.

Results
The challenge drew 5.7 million viewers, 28 per cent of Malaysians.

Pantene Malaysia’s Facebook page garnered 10,000 plus ‘likes’, with an average of 1,045 impressions per day.

Google searches for Pantene rose 23 per cent.

The challenge was covered by 20 fashion bloggers with a following of 30,000 plus readers.

Online TV coverage recorded 3.5 million impressions, with an industry high click-through rate.

The event was covered by all major newspapers.

This article was originally published in the April issue of Campaign Asia-Pacific.