Pantene: Digital revolution in China
Carmen Wu
Campaign details
Brand owner: Procter & GambleLead agency: Grey GroupContributing agency: Mediacom, DeVries, Social Touch and Grey DPIBrand: PanteneCountry: China, Hong Kong and TaiwanIndustry Hair careChannels used: Earned media, buzz, Internet - general, Internet - microsites , Internet - search , Magazines - consumer, Mobile and apps , Online video , Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Social media , Television, Word of mouth, advocacyMedia budget: Over 20 million
Executive summary
This case study...