Differentiate in a crowded market-place and overcome purchase barriers.Drive trial amongst advocates of competitor brands.Evidence performance claims and win recognition as a genuine premium choice.Amplify other channel initiatives - especially Hair Health Institute.

The Problems We Solved

10,000 social influencers recruited from competitor brands – L’Oreal, TResemme, John Frieda, Dove – matched to specific hair types (dry, damaged, coloured)10 day home trial challenge to demonstrate improvements in look, feel and health claims.User experiences / stories shared with friends, family and personal social networks on our exclusive brand microsite: www.yourpantenechallenge.com All participants received personalised weekly ‘pro hair care’ information briefings from the Pantene Hair Health Institute.

How We Did It

10K

440KWAVE 0Pantene 10 Day

Challenge Advocate

Trialists recruited from

competitor brands

1.17ML

+£32

+7.9%

WAVE 1Share user experience

WAVE 2Recorded

Pantene brand recommendati

onsNIELSEN:

Uplift in brand sales per store,

per week directly

attributable to WOM campaign NIELSEN:

Total brand sales uplift

via WOM advocate campaign

10K“I have4 used Pantene pro v for two weeks now, every time i

wash my hair and condition it it feels so soft and looks so shiny. I have to say i am hooked and will not be going back to my regular shampoo and conditioner. Highly recommended.”

angel123[former TResemme user]

“I love Pantene this has made my hair soft shiny im amazed and im telling every one at

home and work im converted shampoos next thank you soooo much for my free bottle you have won my heart and hair

100% kind regards tracy” hakeem[Pantene user]

“I've now this conditioner twice, WOW what a difference! my hair feels soft, its shining

like healthy hair should (an almost forgotten experience) and its a dream to style. I've

found my hairstyling pot of gold at the end of a rainbow! THANK YOU so very much

Pantene” H[former Dove user] “Absolutely loving the challenge and have given most

of my friends and family the vouchers provided so that they can try it out too! people have already started

commenting that my hair is looking more healthy and shiner too! Thank you pantene!” erinberry12

[Enliven user]

“I have badly damaged hair due to heat styling and lack of cash to get it cut, this

conditioner really works. It gives shine and vitality and takes the look of those nasty ends away. BRILLIANT!” carsonsmummy

[Tresemme user]

05/03/2023 Confidential & ProprietaryCopyright © 2009 The Nielsen Company

Pantene Pro V Repair & Protect – The target SKUs saw a 3.4% Average ROS increase in Test Stores and a 3.7% value growth. This equates to an

increased ROS of 0.53 units per store per week. Based upon 6,410 Multiple Grocery outlets, this means a total test uplift of 37,370 units / £90,252.

Average Unit Sales per Store per Wk

15.72 16.25

02468

1012141618

Control Stores Test Stores

Control Stores Test Stores

+3.4%

0.98 Significance 54 Stores per Panel 0 – 80 Insignificant

Average Value Sales per Store per Wk

£34.84 £36.12

£0£5

£10£15£20£25£30£35£40

Control Stores Test Stores

Control Stores Test Stores

+3.7%

+0.53 Units +£1.28

05/03/2023 Confidential & ProprietaryCopyright © 2009 The Nielsen Company

Pantene Pro V – The target brand saw a 8.1% Average ROS increase in Test Stores and a 7.9% value growth. This equates to an increased ROS of 13 units per store per week. Based upon 6,410 Multiple Grocery outlets, this

means a total test uplift of 916,630 units / £2,256,320.Average Unit Sales per Store per Wk

161174

020406080

100120140160180200

Control Stores Test Stores

Control Stores Test Stores

+8.1%

0.98 Significance 54 Stores per Panel 0 – 80 Insignificant

Average Value sales per Store per Wk

£395£427

£0£50

£100£150£200£250£300£350£400£450

Control Stores Test Stores

Control Stores Test Stores

+7.9%

+13 Units +£32

05/03/2023 Confidential & ProprietaryCopyright © 2009 The Nielsen Company

Results SynopsisStudy Item Measure % Test Uplift – Per Store per

WeekROS + / - Per Store per Week Significance

Pantene Pro-V Repair & Protect Volume ROS +3.4% +0.53 Units 0.98

Pantene Pro-V Repair & Protect Value ROS +3.7% +£1.28 0.89

Pantene Pro-V Volume ROS +7.9% +13 Units 0.98

Pantene Pro-V Value ROS +8.1% +£32 0.99

Competitors Volume ROS +1.6% N/A 0.66

Competitors Value ROS +1.8 N/A 0.74