Pantene: The Un-Pantene Brand Ambassador

Rangga Immanuel

Hair care brand Pantene grew the conditioner segment in Indonesia via a TV and social media campaign that used a long-haired, grumpy male influencer as its brand ambassador.

Campaign details

Brand: Pantene Brand owner: Procter & Gamble (P&G) Entrant company: Dentsu CreativeIdea creation: Dentsu South Jakarta Market: Indonesia Sector: Hair care Media channels: Online video, Content marketing, Product sampling, Social media, Word of mouth, Influencers, KOLs, Online display, Search marketingBudget: 3 - 5 million

Executive summary

For years, Pantene and other hair care brands had tried to educate Indonesians about the importance of using conditioner, but nothing really works.

One of the reasons is the cluttered communication from shampoo commercials, including Pantene,...

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