CHALLENGE:
In China, thousands of haircare products are claimed to be the ultimate ones with all sorts of ingredients or formulas. Consumers don’t really know whats true anymore With the new 3 Minutes Miracle Conditioner, Pantene aspires to not just creating but proving this miracle to stands out.
IDEA:
Partnering with engineers, we created the biggest blowdryer in the world, an electric turbine, and equivalent to the power of more than 5,000 typical blowdryers, challenging the true strength of Pantene.
Unlike typical campaigns this initiative was completely in the hands of the audience. The stunt was done in front of China’s top KOLs, shared first by them to their followers. It gained consumers trust as there was nothing that was hidden and everything for them to see.
RESULT:
The campaign garnered over 115 million impressions, becoming the talk of the town. During the campaign period, the sales offtake of 3 Minutes Miracle was 24X higher than normal days.
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This campaign was completely digital led :