Pantene has shown some significant forays into influencer marketing in the last few years. In 2016, the brand partnered with Chiara Ferragni, one of the top fashion bloggers in the world, making her a brand ambassador and official Pantene influencer.
Late last year, Pantene marketing coordinated a campaign around the tag #BadHairDay and #GreatHairDay, encouraging Instagram and Twitter users to use Pantene products and post before and after experiences using their shampoo and conditioner.
They seized on an already popular trend of people self-deprecatingly posting images of bad hair days. It’s not the first time owner P&G has shown an aptitude for social media—last year they hosted user-controlled live obstacle course on Twitch, YouTube, and Facebook Live for it’s Old Spice brand.
Pantene Instagram & YouTube Influencer Marketing Campaign: African American Pantene Influencers Flaunt Gold Series Collection
Pantene influencers were exclusively people of color to reach their target audiences. The campaign focused on the Gold Series being developed by a team of African American scientists, a message which played a prominent role in the captions of many of the influencers’ posts.
- Drive awareness of Pantene’s Gold Series Collection.
- Utilize mid-tier and lower influencers to drive strong engagement among smaller, loyal audiences.
- Instagram: 25 African American female influencers in the beauty, hair, and lifestyle categories.
- YouTube: 4 influencers are also mid-tier YouTube creators who also made sponsored videos for the campaign.
- Each influencer posted at least one sponsored post.
- Hashtag use across the Pantene marketing campaign was relatively consistent: #PantenePartner; #GoldSeries; and #PanteneHair were commonly used. The campaign-specific tag was #SoulBehindTheScience, which was used in a total of 30 posts.
- Most Pantene influencers opted for the tag #PantenePartner, instead of the typical #ad or #sponsored tags, which is usually recommended for influencers in order to toe the line with FTC regulations.
- Captions varied by influencer, but virtually every one had a call-to-action that either suggested where products could be bought or asked followers to share their own experiences through comments.
- Targeting people of color was a key part of Pantene’s marketing campaign strategy—almost all posts mentioned that the Gold Series was formulated by a team of African American scientists, leveraging an understanding of hair from African ancestry.
- Instagram followers targeted: 1,286,500
- YouTube subscribers targeted: 1,313,096
- Likes: 56,819
- Comments: 1,603
- Views: 249,780
- Engagement rate (overall average): 12.26%
- Views: 287,001
- Comments: 1,069
- Engagement rate (overall average): 4.56%
Chizi Duru Shows Fans Her Hair Routine Across Platforms
Chizi Duru is the biggest Pantene influencer in our sample. She has 122,000 Instagram followers and her YouTube videos average 25,000-100,000 views, putting her firmly in the mid-tier of influencers. Her Instagram video was a short montage of her hair routine, while her YouTube video featured a more extensive tutorial. In addition, she also posted an image on Instagram of her posing with a Gold Series product.
Chizi’s Instagram video received 4,988 likes and 228 comments for an engagement rate of 10.21%. Her YouTube video garnered 96,801 views—above average for her channel. The captions in her Instagram posts were both consistent in their brand messaging, both including the campaign tag #SoulBehindTheScience.
Nneoma Acts Out Comedy Skit For Pantene
Beauty and style influencer Nneoma is one of the larger personalities in the campaign, with an Instagram following of 100,000. A mid-tier influencer, she typically posts about fashion and cosmetics, with a little comedy mixed in too. For her post, she performed a skit with someone massaging the product into her scalp. Her caption was medium-length, featuring a CTA and the campaign tag #SoulBehindTheScience.
Her post received 4,650 likes and 185 comments for a total engagement rate of 4.84%. Micro-influencers in the campaign achieved on average a percentage point more than the mid-tier influencers, indicating relatively more success for the smaller Pantene influencers.
Harris Janae Flaunts Her Natural Style
Harris Janae is a natural hair influencer—a suitable Pantene partner for this campaign. She has a following of 65,800 on Instagram and her video similarly featured her hair routine using Pantene products. She used her caption to describe every step of her routine, to the extent that it has several characteristics of a long-form written caption.
With 57,225 views, her Instagram post had the most views of any Pantene influencer in our sample. She racked up 6,149 likes and 137 comments, meaning an impressive engagement rate of 10.98%.
Lisa Jean-Francois Reviews Gold Series For Fans In Video
Lisa Jean-Francois is a micro-influencer with 36,000 followers on Instagram. Her posts typically feature her and her family, in addition to her fashion, beauty, and lifestyle uploads. Her Instagram post is framed as a product review, as opposed to a tutorial or routine. Her caption is positive about the products, featuring a call-to-action to buy Gold Series products from Walmart.
She massed 3,556 views, 713 likes, and 59 comments for an extremely impressive engagement rate of 21.65%, the highest of any influencer involved in the campaign. This once again points to the common trend of micro-influencers being useful assets in campaigns, providing marketers with great engagement among loyal followings.
- Pantene influencers were exclusively persons of color in order to reach their target demographic.
- Pantene utilized micro- and mid-tier influencers for the campaign, with no macro- or mega-influencers.
- Micro-influencers outperformed their mid-tier peers on average.
- Pantene influencers also used YouTube as a platform, with Pantene likely recognizing the thriving cosmetics scene on the platform as a good opportunity for cross-platform marketing.