Pantene anti-dandruff sachet launch using "Micro Targeting at Scale"

Pantene, a haircare brand, launched a micro-targeting campaign to reach and engage with females across Indonesia.

Campaign details

Brand: Procter & Gamble/PanteneLead agency: MediaCom IndonesiaRegion: APAC

Objectives

Sachet marketing has been ignored as a category for the last two years as there was no dedicated media support invested to create and generate demand. In a country like Indonesia with a target audience largely based in secondary cities & suburban/rural terrain, thinking small in large volumes was perceived by Pantene as a strategy to penetrate and increase the market share driving people to buying less but more often. Thus Pantene launched their new anti-dandruff shampoo sachet variant, to reach and engage with...

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