Download - CWB Pantene Case Study
Pantene, P&G’s Hair Care Giant: Maximizes Digital Landscape for #ShineStrong Campaign
Cheryl Whiteman Brooks Digital AnalyFcs Summer 2014
Images from GeMy “Lean In CollecFon” by Sheryl Sandberg
Pantene’s digital presence is broad, mulF-‐dimensional and on par with it’s #7 ranked global brand status
• Pantene is easily found on the digital landscape via: – Branded Website & Email
• Pantene.com – Paid Search (SEM)
• Google • Bing
– Organic Search (SEO) • Wikipedia
– Social Media sites • Facebook • TwiMer • You Tube • Pinterest • Instagram • Hashtags
• Branded content and campaigns span a number of relevant and evergreen hair care topics – The new #Shinestrong campaign has elevated the
brand’s presence across all channels
The website stays fresh with rotaFng “Billboard like” content
• Pantene.com is extremely visual and as expected showcases women’s hair that is beauFful. Search and log in opFons help customize a visitors experience.
• Five rotaFng billboards greet visitors with huge visuals illustraFng the brand’s
main messaging, with click throughs that make it easy to navigate for more informaFon – The new Shine Strong Campaign invites consumers to view a video – Pony Up for charity hair donaFons humanizes the brand and enables visitors
to help cancer paFents – Two new products and ProV Featured Products are also showcased
• The main menu navigaFon opFons are simple and funcFonal, yet the content
was underwhelming once you opted into the selecFons. – What’s New & Hair Products: drive consumers to purchase on-‐line with
visually driven product lists. You won’t miss the product, but info on what to buy is about the same as on any other site.
– Hairstyles were limited to a few opFons for each type. Celebrity styles only gave suggesFons for how to get red carpet ready. Very disappoinFng. Pantene should show real celebriFes for more relevant content and try partnering with a celebrity magazine.
• Overall, the website is very easy to navigate and it’s imagery and style is in
keeping with the brand.
Pantene’s Email markeFng is fully channel integrated
• To receive email, you must register for the Insider Club. I was not a member of the Pantene Insider Club, but it was easy to sign up.
• Signing up on Facebook only took a few minutes. Once I “Liked” the Pantene page, I was given an opFon to receive noFficaFons. Then the registraFon sign up was quick and simple.
• A confirmaFon page came up immediately on the Facebook website. It reassured me and I’m sure was a trackable page for Pantene’s web analyFcs.
• I was most impressed with the email confirmaFon. I received an email (shown right) within two days to my Yahoo account.
• Although I have not received any addiFonal emails
(which is good) I am very confident that Pantene’s email program is top notch. One can also sign up for the club on the website and through a variety of social media. The brand also does a great job of selling across channels.
Pantene’s Dominates Search Rank Results
• Pantene dominates all search results.
• It’s #1 in paid SEM and SEO search
• Google recognizes Pantene as a search opFon before you type in the fidh character of it’s name. Several extension opFons show in the search bar before you even hit search.
• Pantene dominates search as it owns all searches above the fold, on pages one thru five of the search results.
• Pantene’s search presence is helped by retailers who are also markeFng the brand. Their websites mimic the brand’s imagery and boost keywords. BoosFng both brand equity and search dominance.
• InteresFngly, search reveals a very limited presence for Pantene on Google+ with only 528 followers. This is well below Pantene’s social media presence on any other channel.
Pantene’s latest campaign puts the brand center stage • Pantene has struck gold by brining the insight to
aMenFon that women have a tendency to apologize either too oden or needlessly.
• The campaign centers around a video depicFng examples of the pracFce, which has quickly received over 8 million views on You Tube in about a month.
• The campaign has driven SEO with arFcles from Huffington Post, Fast Track, many other media outlets and individuals.
• The brand has taken ownership of SorryNotSorry and #Shinestrong on search and increased its relevance.
Pantene’s Campaign AdverFsing is expected to be powerful
• Ads are beginning to surface to support the new campaign, however it is too early for them to be tracked by MOAT.com, a free adverFsing tracking service.
• The brand’s public relaFons efforts around the launch have been very strong. In addiFon to mass media coverage, the brand also linked into Sheryl Sandberg’s “Lean In CollecFon”. – The “Lean In CollecFon” shows women in
leadership roles in diverse sejngs. The women are of all backgrounds, ethniciFes and ages.
– The collecFon is powerful because people model posiFve behaviors they see. Through the GeMy service, the photos will be available and seen broadly and should have a big impact.
– The photos on the cover of this presentaFon are from the collecFon.
Pantene’s SEM CriFque • Pantene seems to have a great right SEM strategy
– They own their brand name, which keeps them at the top of every search list.
– They have not invested in their new campaign’s keywords, yet they are on top of the search lists for these key words.
– Owning their search name on mulFple channels is also working. You Tube is the best example of this. They are posiFoned in the #1 ad spot for Sorry Not Sorry and the #1 in SEO spot due to their views. Buying the ad spot seems to be a good strategy to secure your posiFon while views are ramping up for a new video. The ad may not be needed later, if the views are unsurpassable.
• How is Pantene’s Helping SEO? – Pantene has done a great job of structuring their website with lists of products and details to help search
engine crawlers – The New Campaign is probably the biggest boost to SEO. ArFcles about the campaign by reputable media
outlets and chaMer on all social media sites amplifies their messages.
• Ideas for Improving Pantene’s SEO – MenFoning celebrity endorsements with celebrity sighFngs at major events might yield more search
opportuniFes. Pantene should start congratulaFng celebriFes at hallmark events for great hair and integrate them into their website and ads placements.
Pantene’s Social Media is HUGE! • Facebook has over 1,423,000 Pantene fans that have
liked the Pantene page
• You Tube has over 8,355,000 views for the #Shinestrong video. – It has surpassed the Celebrity laden Covergirl
“Girls Can” video which has 5,625,000 views – It sFll has work to do to catch up to the Always
brand “like a Girl” video which has 39,665,000 views
– InteresFngly, there has been some negaFve backlash on You Tube with no response from Pantene. With less than 500 views, it may never be an issue.
• TwiMer is helping to keep the brand relevant and more top of mind. The brand has over 100,000 followers and significant acFvity.
• Pinterest has a vey developed presence for Pantene and may be the best answer to supplying women with hair opFons.
Pantene’s Hashtags engage followers across Social Media
Appendix • GeMy Lean In CollecFon
hMp://www.geMyimages.com/creaFve/frontdoor/leanin
• Fast Company hMp://www.fastcompany.com/3032112/strong-‐female-‐lead/sorry-‐not-‐sorry-‐why-‐women-‐need-‐to-‐stop-‐apologizing-‐for-‐everything
• Huffington Post hMp://www.huffingtonpost.com/2014/06/18/pantene-‐not-‐sorry-‐shine-‐strong_n_5507461.html
• NegaFve You Tube Video
hMp://youtu.be/AMUTa9JmPRE