When Pantene embarked on a search for an Australian face for its new SMART Pro-Vitamin Formula campaign, it took the now-common step of turning to Instagram. However rather than working exclusively with influencers in the beauty space, Pantene decided on a cross-category strategy that also brought in personalities from the worlds of health and fashion.
And the move is paying off. Since the campaign launched in April this year, 27 Australian influencers – from Tash Sefton to Base Body Babes – have shared photos of themselves sporting the famous Pantene hair knot accompanied by the hashtag #TrainYourHairStrong.
Collectively, they’ve achieved a reach of 8.67million, and the campaign still has a week to run. Pantene Australia’s global counterparts are already eyeing it as an idea that could potentially launch to an international audience.
Designed to celebrate all Australian women, #TrainYourHairStrong also encourages everyday Australian women to share their photos and stories for the chance to become the new campaign star.
