Pantene (Procter & Gamble)
Your Local Haircast
Starcom MediaVest, ARC & Leo Burnett

In a year when more than 300 new hair care products filled store shelves, Pantene aimed to simultaneously boost sales and retailer confidence. So they asked themselves an interesting question-- what makes a bad hair day? The weather seems like an obvious culprit, but no brand has ever brought a viable solution focused around this seemingly obvious insight to consumers, until now.

Pantene came up with the idea to invent real-time hair forecasts, or aptly named haircasts, to help women maintain beautiful hair, whatever the weather, with personalized Pantene product solutions. Pantene knows hair, so they teamed up with the leading weather authority, The Weather Channel, to power these ingenious haircasts. These were then delivered in a hyper-targeted way to maximize location relevancy across Mobile, Tablet, Desktop and TV- everywhere today’s 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.

Haircast kits were sent to local meteorologists and beauty influencers, inviting them to share their local haircast with their viewers and social networks. And because weather can be so unpredictable, Pantene provided a quick fix in real time for any condition at their local Walgreens. In-store product displays were cleverly arranged by weather condition, so women could easily find their bad hair day solution.

Pantene successfully made checking their haircast part of women’s daily routine and inserted themselves into today’s social vernacular seeing monthly volume of #haircast tweets increase by 7,441%. They also made sure that their partners were happy. In the end, not only did Pantene restore Walgreen’s confidence with their brand, they drove a 24% increase in sales. They also won back their core audience by giving them a 100% chance of self-confidence.