PANTENE TURKEY

P&G Turkey reworked its existing horizontal videos for the vertical Instagram Stories ad format to promote its new Pantene 3in1 shampoo—resulting in higher ad recall, awareness and message association among a younger audience.

THE STORY
Selling products worldwide

Started in 1837 by British-American William Procter, and Irish-American James Gamble, Procter and Gamble (P&G) is a global consumer goods company. In 1985, P&G purchased Pantene as one of its first haircare products.

16-point

lift in ad recall

6-point

lift in campaign awareness among 18- to- 24-year olds

5-point

lift in message association among 18- to- 24-year olds

As P&G, being on the leading edge of the digital transformation, we see Facebook as one of our most valuable and trusted partners. And Instagram is at the heart of the communication of our brands which are especially keen on reaching and engaging with youth. So we are always very enthusiastic to be part of inspirational tests like Stories that will help us learn more and be always close to the hearts of our consumers.
ESRA ERDOGAN, TCAU MEDIA GROUP MANAGER, P&G TURKEY
THE GOAL
Fostering strong roots

P&G wanted to raise awareness of its new Pantene 3in1 shampoo while landing the message that “being strong is being beautiful” among its target audience of young women in Turkey.

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THE SOLUTION
Mixing up creative for Instagram Stories

To promote its new 3in1 shampoo among a younger audience, P&G decided to try ads in Instagram Stories. Working closely with Facebook Creative Shop, P&G took its existing creative and reformatted it to fit in the immersive vertical Stories format. The brand targeted the ads to a broad audience of females in Turkey, ages 15–34, at a weekly frequency.

By adding Instagram Stories to its campaign, P&G successfully increased ad recall by 16 points overall. Among 18- to 24-year-olds, there was also a 6-point lift in campaign awareness and a 5-point lift in message association.