Pantene has maximized its digital presence through its website, paid and organic search, social media, and email marketing for its #ShineStrong campaign. The website uses rotating visual content to promote products and campaigns. Pantene dominates search results, ranking #1 in paid and organic search. Its #ShineStrong video campaign has received over 8 million YouTube views in a month, highlighting how women often apologize unnecessarily.

1. 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

2. 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

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. Pantene’s
Hashtags
engage
followers
across
Social
Media

11. 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