A great hair day isn’t something you see, it’s something you feel. How can Pantene make people feel having a great hair day?
Confidence isn’t something you see it’s something you feel. And that makes confidence sexy.
Being confidence is having beautiful hair.
Why confidence is attractive? The idea that someone in the world you come across knows something that you don’t. There’s a twinkle behind their eye and it speaks to you. That makes you feel like they know something that you don’t. They are at ease the way you wish you were. They have this stability, this emotional presence; they feel the room with their sense of knowing. We come across these people in our lives and we are explicitly drawn to them. It doesn’t matter if it’s sexual attraction or just somebody you want to be friends with but the desire to be near those that project this kind of confidence has to do with want to glimpse to the supposed truth that they have been exposed to.
Guerrilla Event Execution and User generated content
To kick off the campaign, a pop-up event will be held by Pantene. It starts with participants playing a soccer bubble game followed by having their hair washed with Pantene shampoo at the pop-up salon. A high velocity floor is placed on the floor for blowing the hair.
Two cameras from two different angles will capture photos of the participants to upload on their social media accounts with a Pantene hashtag. This is where the user generated content is being created. Sponsored posts would be made by having Instagram influencers create video content for the audience on Instagram.