Pantene wanted to boost the brand awareness and consumer perception of Pantene as the perfect match for perfect hair. So they created a campaign where participants can scrap the "hair dance" of a Korean rhythmic gymnast who is famous for her great performance and beauty, film themselves replicating the dance. They can share the films of themselves dancing on YouTube and vote for the best dancer.

Launch the campaign
Published
January 2013
Topics

The Story

Pantene wanted to boost the brand awareness and consumer perception of Pantene as the perfect match for perfect hair. So they created a campaign where participants can scrap the "hair dance" of a Korean rhythmic gymnast who is famous for her great performance and beauty, film themselves replicating the dance. They can share the films of themselves dancing on YouTube and vote for the best dancer.

Pantene launched a custom YouTube channel and leveraged the YouTube annotation function to help make the viral video. The participants can see three different types of dance that are named after the actual Pantene hair products via annotations.

The Technology

The Results

The total campaign views reached almost 680,000 on Pantene brand channel with 154 subscribers, and 30 participants who shared their dances were selected as the best dancers.

680K

Views

154

subscribers

30

participants who shared their dances were selected as the best dancers

Launch Date June 28, 2012