Campaign details
Brand: PanteneBrand owner: Procter & GambleLead agency: Grey Group Hong KongContributing agency: DeVries GlobalMarket: ChinaIndustries: Hair careMedia channels: Content marketing, Events & experiential, Online video, Social media, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
Breakups: the end or just the beginning? Pantene thought great hair had something to say about it. There was still a cultural stigma in China around singledom: singles were seen as 'incomplete' or disrespectful to their parents. The market for fake partners continued to boom to...