Background

Haircare communication in Indonesia is very cluttered. Dominated by shampoo category that always shows one similar benefit: just by shampooing alone a beautiful elegant celebrity can have beautiful hair.

Consumers have a hard time differentiating one product from another and have no reasons to use additional products, leading to the decline of conditioner category growth year after year. When shampoo already hit 98% penetration, the conditioner category in Indonesia stay low at 16%.

Solution

To show Pantene Miracle's superiority, we demonstrate how the product works using a personality no other beauty brand ever think of.

We choose a male influencer with ‘Short-Fused’ temperament and having long unruly hair; Keanu Angelo (IG: @keanuagl).

We are journeying with him through his hair transformation in social media until his hair is fully charged, and so does his presence in beauty entertainment universe. Pantene launched the first ever male model appearance in Pantene Indonesia’s commercial and it become viral in less than 24 hours.

Not stopping there, the bold move on picking male figure to represent Pantene also bring up the equality and inclusion topics, something that align with Pantene’s mission: “Provide great hair day for everyone”.

Results

Indonesians went wild over the video commercial – they viewed it, shared it, and finally it went become viral ads in P&G Indonesia’s History!

The bold move to shift Pantene Hair Miracles communication pattern successfully caught everyone by surprise and sparked bigger conversations regarding the product that led to sales.