Pantene case: how to leverage consumer testimonials

1. Build massive awareness & education on 1-2-3-4 and Science2. Bring credentialing to the new level2.1 Exploit consumer endorsement BIG2.2 In an innovative way

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Objectives

1st wave – Science /Education Print

1st wave – Science /Education Digital

How to convince consumers?

Execute the TVC story in real life!

2nd wave – Consumers Testimonials

Why Rating & Reviews?

5 facts about reviews

72% of consumers have recommended a product

by WOM (Local Consumer Review Survey. Bright Local,

2013)

Consumer reviews are

trusted 12 times as much as manufacturers’

own reviews (Expo “Purchaser Influence Survey” 2010)

70% of people think online reviews help

them to decide which product to buy

(Ipsos OTX & Global Advisor “Socialogue”, 2012)

3-6 online reviews will stop consumers from

doubtingreviews & profits(Lightspeed Research, US, 2013)

62% of people saying they would change their mind after reading 3 negative reviews

(Lightspeed Research, US, 2013)

Consumers are interested in reviews

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Word Requests per month, MMSex 105

Reviews 22

Entertainment 20

Top Internet search requests

Source: TGI DataFriend, 2half year 2011, w25-44 family focused

People trust consumer opinion posted online (70%) more than branded website (58%) or ads on social network (36%)

Consumers trust reviews

Reviews directly influence purchase decision

• 70% of people think online reviews help them to decide which product to buy;• People with low income pay less attention to reviews than Medium & high

income

W 25-44 Definitely

agree, %

“I easily change my opinion under influence of other people”

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“Celebrities influence my purchase decisions”

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PANTENE Spa blind Test

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INVITE INFLUENCERS TO TRY FREE SPA

TRY PANTENE SPA EXPERIENCE

LIVE YOUR REVIEW AND INVITE FRIENDS

Consumers Bloggers

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INVITE INFLUENCERS

SPA TEST AND PANTENE REVEAL

MAXIMIZE TESTIMONIALS AND R&R

She gets pampering 30-min SPA and enjoy!

We take her photo and quotes She post her feedbacks on-line

PANTENE Spa Blind Test

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DIGITAL BUZZ: Become the Face of new collection!

MAXIMIZE TESTOMONIALS AND R&R

PANTENE Spa Blind Test

TESTIMONIALS 360 degree exploitation in Paid and Owned media

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INVITE INFLUENCERS

SPA TEST AND PANTENE REVEAL

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Raindrop Testimonials into 360 exploitation

5 Forums about cosmetics

Print 44% cov.

Bloggers Blind test NOI 91M, 569 comments

Increase # of Social Media followers up to 500M, (343M current), 108

reviews at the moment SEARCH multi-links to Reviews

Banners, 61% cov.mail.ru

CTR ~0,09% vs. av. On main page 0,05%

Moreover, we got unexpected results: consumers started leaving their feedback on the R&R sites

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Testimonials into 360 exploitation

Results

1. Biggest testimonial campaign at that moment:58MM impressions Russia,40MM Ukraine3. After Raindrop Pantene penetration first time increased in absolute and vs. year agoAlso initiative contributed to the business results

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Learning

1. Convert more consumers. Review content increases online conversion (eNos) & offline conversion during the Zero Moment of Truth.

2. Identify advocates & increase brand engagement. Grow consumer engagement and education as consumers seek information and interact with the brand and peer content.

3. Transform Media with consumer advocacy. Review content can be used to re-market to consumers in Paid, Owned, & Earned media

4. Learn efficiently through direct consumer insights. Through an always-on focus group, gather feedback on products, usage, and brand benefits by consumer segment.

5. Improve SEO: Use Consumer’s own language to be more findable