Pantene transforms weak strands to achieve healthy, beautiful hair that is strong from the first to the last centimetre - for hair that is stronger to go longer.
To celebrate and promote Pantene's NEW Smart Pro-V Formula, we devised a creative campaign encouraging consumers to re-create the brand's iconic Hair Knot as a symbol of strength. The #TrainYourHairStrong competition was rolled out via PR and across social media, searching for the best Hair Knot entrant to star in Pantene's next local campaign. The competition winner, dubbed "Australia's own Selena Gomez" by media, grabbed the attention of Australian consumers and media alike with her mermaid-length waves, embodying enviable yet achievable #HairGoals thanks to Pantene.
42 Influencer posts, 9M social reach, 16 editorial clips, 25.8M editorial reach.
Quote: "Not many people can make their claim to fame from their hair, except for one modest Sydney women who will follow in the footsteps of A-list celebrities." - News.com.au