Shampoo marketing case

Background of the project

Founded in 1837, Procter & Gamble is one of the world's largest consumer goods companies. With outstanding performance, the company ranks among the top 20 global 500 companies selected by Fortune Magazine, and its products include food, paper products, detergents, soaps, pharmaceuticals, hair care and skin care products, and cosmetics.
Since 1986, when Procter & Gamble established its first joint venture in China, Guangzhou Procter & Gamble Co., Ltd. in Guangzhou, P&G has been in China for more than a decade. For more than a decade, some famous brands under P&G have become household names, such as: Pantene, Feirou, Olay, Crest, and Bilang.
In May 1999, P&G's famous shampoo brand Pantene plans to launch its latest hair care product, Pantene Runfa Essence, in Shanghai and Zhejiang in August 1999, thus driving a new concept of hair care. Namely: a major change from simple hair care _ deep moisturizing. In order to cooperate with the release of this product, we need to plan and launch a series of new and powerful public relations activities. After a series of screening and comparison, Sherwin-Williams Public Relations finally stood out among its competitors with its creative planning and excellent work team, and obtained the appointment to promote Pantene Runfa Essence.

Project investigation

Before planning the event, Sherwin-William conducted a detailed market survey. As Pantene Runfa Essence is a new breakthrough in the hairdressing industry, and its time to market in 1999 is a special time period for the new and old century, plus October 1, 1999. On the big day of the 50th anniversary of the founding of the country, considering this special stage is a good time to look back on the fields of culture and history, and such activities are more likely to attract the interest of the media and the public. Xuanwei finally decided to hold a Named "Pantene - Fall in love with your hair" Chinese hair salon retrospective exhibition. The event will be the first retrospective exhibition on hairdressing technology and hairdressing history in China. While attracting public attention, it will also create the pioneering position of the Pantene brand in the hairdressing industry.

While reviewing the changes of the three thousand hairs in the past 100 years, Pantene can help consumers better understand the hairdressing and hair care products and technologies of different eras, and look forward to the latest in hairdressing and hair care in the 21st century. Trends and products.

Project planning

PR target:
In the media in Shanghai and Zhejiang, the popularity of Pantene Runfa Essence was enhanced, and the image of Pantene's industry hair care pioneer was established through the China Ceramics Retrospective Exhibition.

Key Information:
_ Pantene Runfa Essence advocates new habits of hair care
_ Pantene Runfa Essence thoroughly improves hair quality from the inside out.
_ Pantene Runfa Essence is a new generation of hair care products

After formulating the above key information, Sherwin-William plans to complete the entire project in three parts: pre-publication, the event itself and the post-care work.

The pre-publicity campaign will focus on securing support from authorities in various fields and paving the way for product launches. Xuanwei plans to send Pantene Runfa Essence gift box and feedback form to the social media in the fields of Shanghai, Zhejiang and the media, hairdressing and entertainment industry, and first strive for their recognition and support for the products.
On the basis of a certain understanding of the products, the major media will be invited to hold a media seminar to lay the foundation for future official activities. At the same time, the propaganda work of some pre-event activities is also indispensable, such as: publishing a series of soft propaganda articles and radio program propaganda in the newspapers.
The focus of the event will be the organization of the exhibition. The opening ceremony of the exhibition will be the highlight of the event, including the press conference for the listing of Pantene Runfa Essence products, documentary broadcasts, hair style performances in different eras and quizzes.
Later work will focus on liaison with the media, implementation of article clippings, and summary analysis of the entire event.

Project implementation

In the early stage, in order to win the support of authoritative persons in various fields and to lay the foundation for the product launching activities, the gift box containing Pantene Runfa essence products and feedback form was sent to the media and hairdressing industry and entertainment industry in Shanghai and Zhejiang. A total of 330 people in the society, including the famous host of Shanghai Oriental TV, Yuan Ming, Cao Kefan and Wang Lei, a well-known hair stylist in East China, first sought their approval and support for the products. More than 100 of the more than 300 product testers replied to the feedback form, and everyone gave Pantene Runner Essence a high rating. Most of the testers also indicated that they used the product once. After that, the hair has a significant improvement in softness and brightness.
On the basis of a certain understanding of the products, the major media were invited to hold a media seminar in Shanghai on August 5, laying the foundation for future official activities. Nearly 20 journalists from Shanghai and Zhejiang attended the seminar. In order to increase the convincing power, Pantene also specially invited the Pantene hair care experts from the Research and Development Department to introduce the basic knowledge of hair care, and demonstrated the immediate effect of using the moisturizing essence products on the spot. In order to invigorate the atmosphere and increase the interest of journalists, hair care experts also made hair tests for everyone. The reporters learned about their hair through the hair tester and how to maintain their hair. .

In order to strengthen the coverage and influence of the publicity, and directly affect the target consumer group of 18-35-year-old women, Sherwin-William special selection and life styles that are very popular in East China include [Shanghai Fashion News] and have a large number of The Shanghai Oriental Radio Station of the young audience has cooperated and carried out a series of publicity activities, such as: “Pantin--Fall in love with your hair” published in [Shanghai Fashion News] for six consecutive weeks. The soft article, together with the readers, reviews the hairdressing changes in the past 100 years, shares tips on hair care and introduces Pantene Runfa Essence and the exhibition to enhance the attraction of the exhibition.
In addition, Sherwin-William also cooperated with Shanghai Oriental Radio's music program “3-5 Pop World” to participate in the production of a week-long (6 issues) called “Pantene Music Time”, in addition to hairdressing history and hair care. In addition to the introduction of knowledge and exhibitions, the supporters answered the audience's prize-winning phone calls on the spot, and the audience who answered the questions received a gift from the Pantene Runfa Essence Gift Box. After the event, according to the host, the audience Our response is very enthusiastic, and there are countless listeners who call the answering hotline every day.

The activity section "Pantene - Fall in love with your hair" China Wine Centennial Retrospective Exhibition was held on August 25th in the exhibition hall on the first floor of the Shanghai Library. At that time, it was indeed a matter of brainstorming on the location of the site. Because the location of the exhibition was both stylish and convenient, it was also culturally relevant to the theme of the exhibition. After several twists and turns, it finally selected the culture. The foundation is located in the newly built Shanghai Library on Huaihai Road in downtown.
The opening ceremony of the exhibition and the launch of Pantene Runfa Essence will be very grand. Sherwin-Williams arranged a huge promotional banner outside the exhibition hall to enhance its influence and appeal. More than 80 media representatives from Shanghai, Hangzhou, Wenzhou and Ningbo participated in the event, including mass media, commercial/consumer media, lifestyle and beauty salons, as well as all six TV stations in Shanghai and Zhejiang. The four TV stations in the cities of the province are truly unprecedented.
In addition, because the image of Pantene brand is very vivid, in order to assist and strengthen the convincing power of Pantene Runfa essence products, we also specially invited Pantene's elegant temperament award and best hair in the 99' China Fashion Performing Arts Competition series. Miss Dai Jie and Miss Liang Xin attended the opening ceremony and invited them to participate in the performances of hairstyles and costumes of different eras.
The content of this exhibition is quite rich. It not only shows visitors the hair style changes from the late Qing Dynasty to the modern society, but also the hairdressing and hair care techniques. It also specially produced a documentary film reflecting the changes of different hair styles and hairdressing techniques in various eras in China. The film is the first film in China to fully display the history of modern Chinese hairdressing, with a high degree of appreciation and education. In order to increase the vividness of the exhibition, the scene of the old Shanghai hair salon in the 1930s and 1940s was restored at the exhibition site, attracting thousands of spectators to stop and watch. According to statistics, the three-day exhibition attracted nearly 30,000 visitors to the exhibition, which is amazing.

After the post-work activities, Xuan Wei called and communicated with all participating media to continuously improve the future work. More media in other provinces and cities have watched the report and have a strong interest in the topic, and called Xuanwei to request detailed information and pictures for publication. Among them, the CCTV 2 sets of life columns also specially selected our materials. In a series of retrospective reports celebrating the 50th anniversary of the founding of the motherland, a special 15-minute program on hairdressing and hair care was produced. , causing considerable social impact.

Project Evaluation

According to statistics, 64 articles were received nationwide, including 4 radio stations and 8 TV stations. The CCTV 2 sets of life columns also specially selected our materials to celebrate the 50th anniversary of the founding of the motherland. In a series of retrospective reports, a special 15-minute program on hairdressing and hair care was produced, which did have a considerable social impact. All of these reports have a discounted advertising price of more than RMB 2.3 million.
Just three months after the event, Pantene Runfa Essence was ranked first in the sales of hair care products of Hualian Group, the largest chain store in Shanghai.
The activity has increased the sales performance of the products while causing certain social impacts.

_ News report analysis key information:
_ Pantene Runfa Essence advocates new habits of hair care
_ Pantene Runfa Essence thoroughly improves hair quality from the inside out.
_ Pantene Runfa Essence is a new generation of hair care products

_ analysis
_ Basically all media mentioned key information, accounting for 95% of the total number of reports
_ There are 3 reports that only introduce the 100-year retrospective itself, but there is no mention of Pantene Runfa Essence. However, these reports use photos of Pantene Runfa Essence's IPO. It is easy for readers to realize that Pantene is the organizer of the event from photos and other media reports, thus increasing Pantene's popularity.

Reporting nature
_ analysis
_ The number of positive positive reports is 95% of the total, the objective neutral report is 5%, and the negative report is o. The result is satisfactory.

Reporter feedback
_ Bao Yufei, _Shanghai Cultural Square _ magazine editorial director "This Pantene Runfa Essence Promotion Campaign and China Hairdressing Centennial Retrospective gave me a very deep impression, the form is very new and very creative. May P&G be able to Do some of this creative activity."

_ Liu Liu, _Girlfriend _ Magazine Editor “I really like the Pantene Runfa Essence Promotion Campaign. The activities are rich in content, vivid and creative, especially: hair style performances, documentaries, old Shanghai hair salons in the 1930s Prototypes and panels, etc., are great. I hope to participate in more such events in the future."

_ Fang Jing, Moderator of Wenzhou Cable TV Station “This event was quite successful. The report we made for this event has attracted a large number of viewers due to novel content and comprehensive information, and the ratings have also increased.”