This year’s Oscars had the highest viewership in more than a decade, and Pantene leveraged that audience with the successful second screen #WantThatHair campaign. The Hair Care brand partnered with E! (@redcarpet), who tweeted about red carpet hairstyles its 350,000 followers to complement Pantene’s own. The hashtag had 736 mentions during the Oscars and has 11,000 mentions to date. Pantene’s Oscars-related tweets had an average of 25 retweets compared to the overall average of 12.
Post-event, E! provided tutorials on its site for Oscars styles tagged with #WantThatHair. Pantene extended the campaign with ads on sites such as The Daily Makeover and Facebook posts featuring red carpet tutorials. Just one example of post-event popularity: Pantene ambassador and vlogger Sonia Castañeda gathered more than 220,000 views on YouTube.
Pantene’s campaign – featured in our Digital IQ Index: Hair Care & Color – was a hit because it tapped into an existing conversation about celebrity style during the Oscars. Post-Awards tutorials gave fans a reason to follow the campaign Pantene and familiarize themselves with Pantene products. Overall, perfect timing and collaboration of traditional and digital media.