PANTENE
CHINA

THE PRAISE PROJECT

Celebrating Chinese women with custom message of praise
  1. BRIEF

    The perception of Pantene was that it was for the older woman–irrelevant to the young ever-changing and dynamic woman.

    We needed to change this perception and capitalize on this opportune market.

  2. SOLUTION

    Co-create a social movement that shows that Pantene truly understands the modern Chinese woman and encourages them to Shine Strong. Under the theme "Praise Project", Pantene used the insight that the modern woman should be embraced and be praised for doing the unconventional.

    We developed a simple yet effective mobile engagement where people's thumbprints were transformed into beautifully illustrated digital cards.

    These cards were sent to friends or family on social networks, including WeChat, to show a collection of positive admiration.

  3. RESULTS

    The Praise Project achieved over 28 million engagements on the campaign site, a historical high for the brand.

    Almost 10 million people shared or liked the praise cards across the WeChat platform.

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