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Pantene
Pantene Weather Program

RAN IN: United States

CLIENT
Procter & Gamble

Vahe Ayvazian - Brand Manager
Amy Vanhook - Mktg. Specialist

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Susan Kissinger - VP, Creative Director
Chad Ingram - Creative Director
Colleen Kelly - Sr. Strategist
Stephanie Pines - Acct. Director
Matt Schildmeyer - Sr. Acct. Executive


Starcom MediaVest Group *Lead Agency

Kevin Butler - Connections Manager
Patricia Knapp - Assoc. Director
Janice Pietrowicz - Assoc. Director


DeVries Global


The Weather Company


Grey New York


SUMMARY

Pantene was losing touch with consumers, facing massive competitive noise in the hair care category, and was seeing a decline in sales. The solution to these challenges was to grab our consumer's attention by offering her a haircast. Partnering Pantene with The Weather Channel, we gave her a location-specific forecast paired with product solutions for her hair, where/when she was checking the weather. The results were a 28% sales lift, 600,000+ social impressions, and beautiful hair whatever the weather for her.

CASE STUDY

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CASE VIDEO


Hero Medium: Mobile/Tablet

Medium Featured On Video: Social Networking Applications,Retail Experience,Interactive

Audience: Women,Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English