Pantene encourages women to #ShineStrong

P&G brand Pantene created a new global platform called "Shine Strong" to empower young women. To promote it, the agency enlisted 13 influential Canadian beauty and lifestyle YouTubers to produce videos sharing how they #ShineStrong. They included a Pantene testimonial and a link to a coupon.

The PR shop worked with ad agency Grey to develop a dedicated #ShineStrong tab on the Pantene North America YouTube channel, showing the best videos from the campaign. These videos were also used to produce a 30-second spot for digital banner ads and pre-roll.

The team also identified the opportunity to sponsor the charity Lean In Canada, and had members post a #ShineStrong message on social media.

The campaign delivered more than 875,748 video views, as well as 1.8 million Instagram impressions and 61,268 likes. The program also encouraged sales, as downloaded coupons exceeded the norm.