Pantene: PANTENE LIFE CARE

Credits & Description:

Type of entry: Sectors
Category: Luxury goods, Fashion & Beauty
Advertiser: PROCTER & GAMBLE
Product/Service: PANTENE
Agency: GREY ARGENTINA Buenos Aires, ARGENTINA
Client: PROCTER & GAMBLE
Product: PANTENE
Entrant: GREY ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Sectors
Category: Luxury goods, Fashion & Beauty
Entrant Company : GREY ARGENTINA Buenos Aires, ARGENTINA
Advertising Agency : GREY ARGENTINA Buenos Aires, ARGENTINA
Production Company : PALERMO FILMS Buenos Aires, ARGENTINA
Executive Creative Director: Diego Medvedocky (Grey)
Creative Director: Hernán Kritzer (Grey)
Creative Director: Lisandro Cardozo (Grey)
Copywriter: Juan Manuel Quintero (Grey)
Art Director: Javier Garcia (Grey)
Executive Account Director: Florencia Pereyra (Grey)
Account Director: Cecilia De Lafuente (Grey)
Account Supervisor: Eliana García (Grey)
Planning Director: Sol Martin (Grey)
Agency Producer: Juan Carlos Barrios (Grey)
Agency Producer: Julian Sanchez (Grey)
Agency Producer: Sergio Bonavia (Grey)
Director: Emiliano Ferrando (Palermo Films)
Executive Producer: Pablo Terruzzi (Palermo Films)
Producer: Demian Cosentino (Palermo Films)
Advertiser Supervisor: Diego Cerda (Procter/Gamble)
Advertiser Supervisor: Gustavo Cracogna (Procter/Gamble)
Advertiser Supervisor: Lorena Zaga (Procter/Gamble)
Advertiser Supervisor: Santiago Benvenuto (Procter/Gamble)

Describe the campaign/entry:
In Argentina, breast cancer is the primary cause of death by tumor in women, causing 5,400 deaths every year. And early detection is key, given that tumors of less than one centimeter have up to a 90% chance of recovery.
Our objective, was to help women to do so, not only through their hair, but also through their health. For this reason, we created Pantene LifeCare.

The moment of showering is an intimate one, in which Pantene is present on a daily basis. For this reason, we took advantage of the packaging as a medium and included a set of instructions on the lids of Pantene Expert mask treatments, which explained how to use the product but also how to take advantage of the 3 minutes it took to work in order to carry out a breast self-examination.

This way we managed to not only generate consciousness and encourage women to take action, but also to become a more relevant brand, which cared for their wellbeing, installing a broader concept of care and beauty, and looking after the most important thing of all: their lives.

Pantene, as a beauty brand, sometimes appear as kind of superficial because of its historical celebrities strategy. We needed to show women we have deep values and really care about the important things that really matter to them. That´s why we truly needed PR as a key tool to change perception in a genuine way.

Describe the brief from the client:
In Argentina, breast cancer is the primary cause of death by tumor in women. Of all existing cases, only a very low percentage is detected in time. And early detection is key to have a 90% chance of recovery.

We launched Pantene LifeCare. Being a brand that has always looked after women and make them shine, we wanted to help them do so not only through their hair, but also through their health.

We sought to generate consciousness about the importance of regular self-examination, as the first step towards detecting breast cancer in time. And in doing so, save lives.

Results:
- We reached more than 20M people on Facebook. With 11 posts, we achieved more than 77K interactions, a reach of 21M and more than 36M impressions.

- The video had more than 1.220.000 views on YouTube.

- Women shared the initiative with their loved ones. We got 655 comments, 655 life stories full of support, encouragement and gratefulness.

- We reached more than 500.000 people through product placement on the 3 TV programs with the biggest audiences of their segments (TRPS: 21,01,Reach: 13.68).

- We obtained the support of the Ministry for the Nation’s Health.

In terms of Brand, we grew 3.7 on Top of mind (from 31.6 to 35.3). We increased 4.7 in "the most purchased brand in recent 3 months" indicator. And all our key Equity indicators grew, both functional and emotional. Among them "a brand that gives me confidence" and "the best treatment you can have."

Execution:
We started from a universal feminine insight: while applying the hair mask under the shower, you never know what to do during the 3 minutes you have to wait while it works.

We took advantage of this to encourage them to incorporate self-examination, as part of this process, because we know that starting a new habit isn't easy, and this way it becomes simple and natural.

We chose social networks to establish the subject as a conversation topic and to drive the diffusion of the campaign.

We included videos on Youtube and Facebook to show the steps necessary to carry out self-examination.

To connect on a more personal level, we had Pantene Beauty Consultants present at the point of sale, and giving out pins, instructive leaflets and product samples in public. We spread the idea further through PR actions as mentions on TV programs relevant to the target audience.

The Situation:
Pantene, as a leading beauty brand, sometimes appears as kind of superficial because of its historical celebrities strategy and association to the fashion world.

We needed to show women we have deep values and care about the important things that really matter to them. During international Breast Cancer Awareness Month, we took the opportunity to generate empathy among our target and make a statement as a brand.

The Strategy:
To make women conscious of the importance of prevention in the fight against breast cancer, we used a Pantene Expert mask that took 3 minutes to work on hair. In this time, usually spent doing nothing, we incorporated breast self-examination as part of the process.

We converted the pack into a means of communication, creating a set of instructions that explained the treatment step by step, encouraging not only consciousness but also concrete action.