Head & Shoulders is a leading international haircare brand belonging to Procter & Gamble, and one of the biggest-selling shampoos in France.
lift in favorability for influencer content
lift in ad recall for influencer content, compared to 4.2-point lift for adapted brand assets
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.
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