Head & Shoulders: HENRIK LUNDQUIST INTERVIEW

Credits & Description:

Advertiser: P&G HEAD&SHOULDERS / SARGON DEMIRDAG
Agency: JUNG, HARD HAT
Category: Best Use of Social Media
Account Director: Henrik Hallberg (Jung Relations)
Director: Calle Schulman (Hardhat Ab)
Account Director Ceo: Mats Dicklén (Hardhat Ab)
Producer: Gustav Fromell (Hardhat Ab)
Tv Planner: Johanna Ahlström (Mediacom Stockholm)
: Rosalin Örnefalk (Jung Relations)
Online Planner: Kristina Iwar (Mediacom Stockholm)
Insight Director: William Sävblom (Medacom Stockholm)
Account Director: Anna Brodén (Mediacom Stockholm)

Execution
…SO WE GAVE THEM SOMETHING TO REALLY LAUGH ABOUTWe arranged for Henrik to talk to comedian Alex Schulman to create what seemed like a blooper. Clutching a bottle of his favourite shampoo, he described the partnership as his greatest achievement. Schulman walked out in frustration. The video was first broadcast on Schulman’s comedy chat show – Sweden’s biggest webshow – to riotous applause. Sweden went crazy for it, sharing and linking to this remarkable content. As soon as the message started spreading, we activated our real-time marketing skills to ensure that buzz was backed up with carefully targeted and precisely timed support.We added video seeding, advertising on Facebook and interactive video alongside paid media to maximise reach.

Effectiveness
NOW H&S IS LAUGHING!We turned a viral film into a mass media campaign.Henrik’s interview has been watched 700,000 times on YouTube – equivalent to 10% of the adult audience in Sweden. The TV advert earned the best results ever for the shampoo category in copy awareness and correct attribution.70% of our target “liked” the creative.H&S consolidated its position as Sweden’s “most male brand” – up 9% to hit record levels.H&S’s value share increased 16% in just one month to reach a record 31.1% – the brand’s best position in any market, anywhere in the world.

Strategy
SOME CONSUMERS THINK CELEBRITY ENDORSEMENT IS A JOKE…Shampoo is boring. Nobody cares and even celebrity endorsement doesn’t help – consumers are increasingly cynical of superstars boosting their bank balance.In Sweden, ice hockey hero Henrik Lundqvist – the local David Beckham – had already lent his celebrity to Head & Shoulders in 2011. But his very corporate ad had become a national joke.To launch the new ‘For Men’ range, we needed a rehabilitation plan that showed the more human side of this national hero. So we asked Henrik to poke fun at himself in a viral film with popular web-TV host, Alex Schulman. In the film, Henrik would tell the nation how his partnership with H&S meant more to him than anything – even his sporting medals and achievements.