The Brief: Pantene wanted to highlight the efficacy of its new Miracle Rescue Deep Repair Conditioner and build buzz in the competitive hair care market.

The Process: We developed a 12-week hair challenge with celebrity talent Kelsea Ballerini and Dara Renee, putting the product to the test in real time. To strengthen credibility, we brought them to the Pantene Labs, where we created edutainment-style content that demonstrated the conditioner’s performance against its claims and competitors.

Alongside celebrity talent, we partnered with micro-influencers and beauty creators who joined the challenge, sharing authentic experiences and results. We also hosted a before-and-after photoshoot to generate powerful visual assets that paired with creator-led storytelling.

The Outcome:

• 12 TikTok videos across Pantene and talent channels

• 20+ influencer videos showcasing authentic product experiences

• Engaging before-and-after content that highlighted visible hair repair results