#HairHasNoGender
Pantene wanted to gain awareness for its brand equity, incorporating Diversity, Equity & Inclusion, which is a key pillar for P&G.
Insights:
Truth of the moment: “Being who you want to be” ranks very high on society’s value scale today. Research by Ketchum with and in the community of transgender and non-binary persons showed that acceptance is still a big challenge in Belgian society expressed in prejudices, misconceptions and misgendering.
Audience insight: The vast majority of the LGTBQ+ community consider hairstyle to be important in self-expression.
Brand DNA: Pantene believes that great hair is a part of one’s confidence and well-being.
Strategic intent:
Drive acceptance for the LGBTQ+ community through visibility with an authentic role model from the community that fits with the brand.
Creative idea:
We collaborated with Nora Monsecour to spotlight her as an authentic role model from the transgender community, becoming the first-ever brand ambassador for Pantene in Belgium. Nora is a professional dancer and transgender woman embodying the battle for acceptance and self-expression.
This resulted in a unique brand ambassadorship with scale, preserving credibility by aligning brand and campaign mission with authentic and matching personalized storytelling.
Preliminary results:
Media reach of 6,936,903 and influencer reach of 272,272, resulting in increased positive brand sentiment.