Recharged Hair Recharged Me

Over the decade, Pantene’s conditioner sales keep decreasing in Indonesia. Where shampoo product category reached 98% market penetration, conditioner category stayed low at 16%. All the effort of using various top beautiful mega celebrity in the communication doesn't seem to move up the sales performances.

So, for the first time ever, we disrupt the market by using a brand ambassador that no other beauty brand ever thinks of—someone that are very “un-Pantene”.

The campaign proves how Pantene conditioner effectively brings real hair improvement, that bring huge impact on the product awareness and sales.

To make sure the newness of our product and communication strategy cut-through, we break the Pantene influencer and celebrity stereotype, from gracefully beautiful woman into moody man with ‘Short-Fused’ temperament. We pick Keanu Angelo (IG: @keanuagl); the controversial character who notoriously and comically famous for his short temper and often teased by his follower because of his long unruly hair.

His unique personality gains huge attraction and engagement from his audience. 64% of his 4,1 million followers in Instagram are our gen-Z female target audience.

Educate and Advocate

On Instagram, we sparked the conversation by Keanu and several nano-KOLs that talked about #RambutCapek (tired hair) problem that can’t be solved by any shampoo. Then show how Pantene as a brand that want to bring “great hair day for everyone” come and help journeying his hair transformation journey.

Recharge his hair condition and looks, then show how it also recharge him, make audience see how his recharged hair opening new opportunities in his life.

Awareness

We launched Keanu's first beauty commercial on YouTube, as the highest penetration online video platform and to drove reach and exposure on our owned channel.

TikTok, the emerging viral media channel, was added to the mix to create additional buzz.

Retargeting and Action

We time targeted Keanu's various 6 seconds videos in social media to remind the audience about the product efficacy and push to sales in various hair failure moment.