Pantene: Digital revolution in China

Carmen Wu

This case study describes how Pantene, the shampoo brand, used a product innovation to attract more Chinese women as customers.

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

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