Pantene + Selena Gomez | Revival Tour

328K

Fan Interactions

10K+

Pieces of Content Shared on Social Media

20K+

Product Samples Distributed

Pantene sought to reach the next generation of beauty buyers through an endorsement relationship with Selena Gomez primarily based in traditional and earned media. In an effort to create deeper engagement, the brand and its agencies turned to G7 to create an activation plan that enabled Selena’s fans to experience their products in the live space on her 41-stop 2016 Revival Tour.

Taking creative cues from the Strong is Beautiful advertising campaign, we took the brand to the people unique arena concourse engagements and sampling that introduced fans to Pantene Airspray and Expert Shampoo & Conditioner. The key to these activations was to ensure that the positive brand experience at the show could be shared to a wider audience through social media amplification.

At our Dressing Room World footprint, young ladies were given the opportunity to envision what it would be like to be Selena prepping for a show. They were able to use the Airspray to touch up their hair and share the experience across their socials through a branded post primp photo featuring fun oversized products along with imagery of Selena herself.

Our second fan engagement was a slow motion video station that celebrated Selena’s patented “hair flip”. Emphasizing the fact that using Pantene Expert Shampoo & Conditioner is the secret to Selena’s lustrous locks, fans could pose in front of the camera and “flip” their hair just like Selena. Our cameras then delivered a short clip of the action in a slo-mo video that could be shared across socials.

The at-concert activation was immensely popular with Selena’s fans, enhancing their concert experience while strengthening their connection to the Pantene brand and line of hair products.

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