This document discusses how Pantene leveraged consumer testimonials to increase brand awareness and sales. It proposes a three step plan: 1) Invite influencers to try a free Pantene spa experience, 2) Have them post about their experience online, 3) Maximize the testimonials by exploiting them across paid, owned, and earned media channels. The campaign resulted in 58 million impressions in Russia and 40 million in Ukraine, and increased Pantene's market penetration for the first time. Lessons learned include converting more consumers through online reviews, identifying brand advocates, transforming media with consumer content, and improving SEO by using consumers' own language.

1. Pantene case: how to leverage
consumer testimonials

2. 1. Build massive awareness & education on 1-
2-3-4 and Science
2. Bring credentialing to the new level
2.1 Exploit consumer endorsement BIG
2.2 In an innovative way
2
Objectives

3. 1st wave – Science /Education Print

4. 1st wave – Science /Education Digital

5. 2nd wave – Consumers Testimonials
How to convince consumers?
Execute the TVC story in real life!

6. Why Rating & Reviews?

7. 5 facts about reviews
72% of consumers have
recommended a product
by WOM
(Local Consumer Review Survey. Bright Local,
2013)
Consumer reviews are
trusted 12 times as
much as manufacturers’
own reviews
(Expo “Purchaser Influence Survey” 2010)
70% of people think
online reviews help
them to decide which
product to buy
(Ipsos OTX & Global Advisor “Socialogue”,
2012)
3-6 online reviews will
stop consumers from
doubting
reviews & profits
(Lightspeed Research, US, 2013)
62% of people saying they would change their mind
after reading 3 negative reviews
(Lightspeed Research, US, 2013)

8. Consumers are interested in reviews
9
Top Internet search requests
Word Requests per month,MM
Sex 105
Reviews 22
Entertainment 20
Source: TGI DataFriend, 2half year 2011, w25-44 family focused

9. Consumers trust reviews
People trust consumer opinion posted online (70%) more than
branded website (58%) or ads on social network (36%)

10. Reviews directly influence purchase decision
• 70% of people think online reviews help them to decide which product to buy;
• People with low income pay less attention to reviews than Medium & high
income
W 25-44 Definit
ely
agree,
%
“I easily change
my opinion
under influence
of other people”
20
“Celebrities
influence my
purchase
decisions”
8

11. 12

12. PANTENE Spa blind Test
1
2
3
INVITE INFLUENCERS TO TRY FREE SPA
Consumers Bloggers
TRY PANTENE SPA EXPERIENCE
LIVE YOUR REVIEW AND INVITE FRIENDS

13. PANTENE Spa Blind Test
1
2
She gets pampering 30-min SPA
and enjoy!
3
INVITE INFLUENCERS
SPA TEST AND PANTENE REVEAL
We take her photo and quotes She post her feedbacks on-line
MAXIMIZE TESTIMONIALS AND R&R

14. 1
2
3
INVITE INFLUENCERS
SPA TEST AND PANTENE REVEAL
MAXIMIZE TESTOMONIALS AND R&R
DIGITAL BUZZ: Become the Face of new
collection!
PANTENE Spa Blind Test
TESTIMONIALS 360 degree exploitation in Paid and Owned media

15. 16

16. Raindrop Testimonials into 360 exploitation
5 Forums about cosmetics
Print 44% cov.
Bloggers Blind test NOI 91M, 569
comments
Increase # of Social Media
followers up to 500M,
(343M current), 108
reviews at the moment SEARCH multi-links
to Reviews
Banners, 61% cov.
mail.ru
CTR ~0,09% vs. av. On main
page 0,05%

17. Moreover, we got unexpected results: consumers
started leaving their feedback on the R&R sites
19
Testimonials into 360 exploitation

18. Results
1. Biggest testimonial campaign at that moment:
58MM impressions Russia,
40MM Ukraine
3. After Raindrop Pantene penetration first time increased in
absolute and vs. year ago
Also initiative contributed to the business results
20

19. Learning
1. Convert more consumers. Review content increases online conversion (eNos)
& offline conversion during the Zero Moment of Truth.
2. Identify advocates & increase brand engagement. Grow consumer
engagement and education as consumers seek information and interact with
the brand and peer content.
3. Transform Media with consumer advocacy. Review content can be used to
re-market to consumers in Paid, Owned, & Earned media
4. Learn efficiently through direct consumer insights. Through an always-on
focus group, gather feedback on products, usage, and brand benefits by
consumer segment.
5. Improve SEO: Use Consumer’s own language to be more findable