HEAD & SHOULDERS FRANCE

Head & Shoulders boosted favorability by 4 points in France after using local talent to create video ads on Instagram.

THE STORY
Giving dandruff the cold shoulder

Head & Shoulders is a leading international haircare brand belonging to Procter & Gamble, and one of the biggest-selling shampoos in France.

4-point

lift in favorability for influencer content

8.3-point

lift in ad recall for influencer content, compared to 4.2-point lift for adapted brand assets

Our Instagram campaign was very successful. Our partnership with Meta Creative Shop and its marketing partners was key to developing the right assets. We used branded content and we will reconsider the way we work with influencers in future campaigns based on this experience, to make the most of Instagram possibilities.
MICK MUGICO, MARKETING DIRECTOR, HAIR CARE, PROCTER & GAMBLE FBNL
THE GOAL
Increasing top-of-mind awareness with a new generation

As one of the world’s biggest advertisers, Procter & Gamble usually relies on global content which is then translated in each market for its TV and online video ads. With this campaign to launch a new product, the French team wanted to speak directly to a younger, local audience.

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THE SOLUTION

Branded video ads from local creators

The French team for Head & Shoulders decided to approach local creators to make branded video assets. Working with Meta Creative Shop and The Source, a marketing partner, the team identified a lead creator who developed “tutorials” to help the influencers Loïc Cardoso Vieira and Dimitri Teissier make fun, impactful Instagram Stories.

All the influencers’ assets were released at the same time as video assets from the accompanying TV campaign, which were optimized for vertical viewing on mobile. This timing allowed the initially TV-led campaign to benefit from appearing organically in Reels, which was not yet open to ads.

Results were measured with a multi-cell study which compared the performance of the adapted TV assets to the influencer assets and also looked at them both together.

The campaign ran from June 7–30, 2021, and produced:

  • 4-point lift in favorability for influencer content
  • 8.3-point lift in ad recall for influencer content, compared to a 4.2-point lift for adapted brand assets
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