Pantene has invited Twitter and Instagram users to post pictures of their #BadHairDay and tag @pantene in order to receive an individual consultation from a Pantene Hair Advisor.
After discovering that people post way more about bad hair days than good hair days, the brand set out to change the hashtag. In this 14-Day Challenge, Pantene intends to respond to every bad hair day post, encouraging each user to send them a DM for a special surprise. The advisors recommend a specific shampoo and conditioner to help with their hair problems and encourage them to post about their experience using #GreatHairDay. Pantene has even sent free products with a personalized note to those who have posted so they can participate in the challenge.
Through this campaign, Pantene has been able to achieve shareable content. The challenge has resulted in many more customers posting about their positive experiences with Pantene products on social media. This original content/word of mouth marketing from consumers will receive more attention and have a much bigger reach than content posted by the brand directly.