Pantene – #ShineStrong

The Challenge

P&G’s Pantene brand was debuting a new global platform dubbed Shine Strong, which was designed to inspire and empower young women to be strong, believe in themselves, and shine. P&G challenged MSLGROUP Canada to drive conversations on YouTube and Instagram that would break through with millennial women (18-24), cementing Pantene as a brand that not only engages with young women, but can help them look and feel their best at all times.

The Solution

MSLGROUP Canada tapped into the emerging YouTube tag movement, where Influencers would encourage their followers to tag their own videos as a way of sharing the campaign. MSLGROUP Canada identified and enlisted a roster of highly influential Canadian beauty and lifestyle YouTubers to produce a series of tag videos featuring their personal views on how they #ShineStrong, with each personality including a Pantene testimonial and an annotated end slate in the videos linking to a downloadable coupon.

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