What Can Brands Learn From the Pantene’s 14-Day Challenge

 
July 9, 2019
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Millennials and Gen Z love social media challenges.

The success of the ice bucket challenge and the recent KiKi challenge bears testimony to the popularity of these challenges.

Most of them have gone viral thanks to their high engagement nature.

The way it works is users, shoot a photo or a video of them performing an activity; upload it on social media, add a hashtag, and challenge their friends to perform the activity by tagging them.

No wonder the concept caught the attention of the Government who started the #FitIndia campaign in May and the film industry that promoted their films through #padman challenge and the #suidhaga challenge.

Even brands have warmed up to the idea of using challenges to promote their product. 70-713 dumps They realize that if they want to gain popularity among the millennials and Gen Z, they cannot just talk about their features and differentiators. Instead, they have to think of new ways to promote their products and service.

One of the foremost players in the new method of marketing is FMCG giant Procter and Gamble (P&G).

Recently, P&G-owned Pantene that manufactures hair care products rolled out a social media campaign called #GreatHairDay, wherein they provided free and personalized consultation to Instagram and Twitter users.

About the Challenge

Self-depreciation is the new trend on social media.

According to Pantene’s press release, they found that #BadHairDay hashtag was used 1.2 million times on Instagram, almost 17 times more than #GreatHairDay[i].

Pantene decided to cash on it by asking Twitter and Instagram users to post their pictures with the #BadHairDay hashtag.

To provide personalized consultation, Pantene launched a #GreatHairDay studio on 10th October.

The #GreatHairDay studio was a real-time response hub that responded to #BadHairDay mentions. CGEIT dumps Unlike the usual template responses, the team developed personalized messages on the spot to encourage the users to participate in the 14-day challenge by finding out the best regimen, shampoo and hair conditioner suitable for them. The users were advised to follow the regimen and post a new picture after 14-days with the #GreatHairDay hashtag.

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Source: Twitter

To make it more engaging, Pantene decided on using custom hashtag and emoji. Pantene even posted 30-second videos of non-celebrities discussing how they felt after using the shampoo and conditioner, to encourage women to take up the challenge.

 

Written for Germin8 by Gayathri Vishwanathan