Head & Shoulders: Groufie
Anita Mookerjee and Arindam Bhattacharyya
Campaign details
Brand owner: Procter & Gamble IndonesiaLead agency: MediaCom IndonesiaContributing agency: WPP LAL Team P&G and Proximity IndonesiaBudget: Up to 500kCountry: IndonesiaIndustry: Hair careMedia: Internet - search, Online video, Social media
Executive summary
This case study shows how Head & Shoulders, an anti-dandruff shampoo brand in Indonesia, used a hashtag to revive the brand's life by increasing its share, awareness and equity. Head & Shoulders had been beaten down by other ambitious haircare brands. Head & Shoulders...