Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Pantene
Pantene Haircast

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Leo Burnett/Arc *Lead Agency

Susie Carlsen, Senior Account Executive
Nathan McClain, VP, Creative Director
Catherine Navarro-Harkin, VP, Strategy Director
Kim Sharon, Account Director
Chad Ingram, Creative Director
Scott Fry, VP, Executive Producer
Jim Carlton, EVP, Creative Director
Brendan Nash, SVP, Creative Director
Lilia Arroyo-Flores, SVP, Planning Director
Karuna Rawal, EVP Business Director


Starcom *Lead Agency


The Weather Channel


SUMMARY

In 2013, Pantene solved over a million hair problems with its Weather Channel and Walgreens partnership. How do you build on this success and keep her engaged? Through analyzing data, we uncovered it was the subtle shifts in the weather, rather than the big ones that left her feeling the most unprepared. So, in 2014 we created a predictive digital tool called Pantene Haircast a 5-day personalized service with geo-targeted product solutions to address her various weather-related hair problems.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Consumer Involvement/User Generated, Interactive/Online, Mobile/Tablet, Retail Experience, Social Media, Other (Geo-targeted TV tags on The Weather Channel's local forecast)

Audience: Young Women (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English