Campaign details
Brand: PanteneBrand owner: Procter & Gamble (P&G)Entrant company: Medicom - IndonesiaIdea creation: Dentsu One JakartaMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Online video, Content marketing, Word of mouth, Influencers, KOLs, Websites & microsites, Product sampling, Search marketing, Mobile & apps, Online display, Social mediaBudget: 1 - 3 million
Executive summary
Years of attempts by Pantene and other brands failed to convince most Indonesian women to add conditioner to their hair care regimen after shampooing.
The launch of the revolutionary Pantene Miracle served as...