Procter and Gamble
The Head and Shoulders brand needed to generate new content to flow into its new social media channels. This content had to be sympathetic to the core themes and values behind the brand and should support offline and online marketing and advertising activity that was already in play.
After a period of user research, we identified several themes that resonated with users of the shampoo brand. Through several brainstorming sessions with stakeholders and end users, we narrowed down these themes into one core concept which was Confidence. The Confidence to live your life.
Our solution was called One Million Acts of Confidence and would be based on the notion that people would seek confidence from each other in the form of good deeds, and so creating a social currency out of confidence. The user would pitch their idea to the community and then seek support to make their idea happen using their own social media channels.
1 Million Acts of Confidence interactive campaign
This campaign used a combination of brand ambassadors, medical practitioners and individuals to drive home the confidence message supported by seed money from the brand.
1 Million Acts of Confidence interactive campaign
Campaign reach was extended by adopting augmented reality technology on smartphones allowing users to see how pitches were progressing and how much effort and brand money had been pledged.
1 Million Acts of Confidence interactive campaign
Research identified that dandruff negatively affected people’s confidence and that Head and Shoulders shampoo was an effective way to manage this condition. This new campaign merged a ‘kickstarter’ crowd funding model with user generated influencer marketing on channels such as Twitter and Facebook. Ideas would be pitched by individuals who would benefit from resources and tools to help them gain support for their idea using social media. The people whose pitches were accepted and generated the most support would gain a share of the £1M pot from Head and Shoulders and promotion on media channels used by the brand (web, mobile, press, billboards and TV).
1 Million Acts of Confidence interactive campaign
Successful pitches are given a ‘diary’ page to manage collaboration with others, highlight pledges and share content to magnify the message.
1 Million Acts of Confidence interactive campaign
To support successful pitch creators and to offer advice to the wider community who may be thinking about joining in, the ‘Be Inspired’ page offered a combination of brand ambassador advice and expert help on how to manage your confidence.
1 Million Acts of Confidence interactive campaign
Living proof added real life stories of confidence building efforts from ‘ordinary people’ who pitched ideas, secured funding and delivered on their promises. Reading these stories would hopefully act as a motivator to others who were yet to pitch their confidence building ideas to the community.
Head and Shoulders and London 2012 Olympics
Procter & Gamble was a key supporter of the London 2012 Olympics. Brand ambassadors such as Michael Phelps were used in both offline and online media to support the Head and Shoulders brand.
Procter & Gamble 'Head and Shoulders' website
UX and UI of the ‘Head and Shoulders’ website.
