Pantene ‘Strong is Beautiful’ Campaign: “Dad-Do” Case Study
Pantene invents “dad-dos” (like hair-dos) to show that even macho dads can — and should — spend quality time with their daughters, which helps girls be more self-confident, more self-reliant, and more successful.
Script
<Media commentary and impact statistics are interweaved with excepts of the commercial.>
Vogue: “2016’s most adorable Super Bowl ad”
ABC’s Good Morning America: “Pantene points to research that shows quality time spent with dads is key in raising daughters who are more self-confident, self-reliant, and more successful in school.”
North American Journal of Psychology: “Girls who spend quality time with their dads grow up to be stronger women.”
ABC’s Good Morning America: “Pantene just released some commercials starring football players trying to do their daughter’s hair.”
[Pantene create a new way for dads to spend time with their daughters: Dad hair-dos… Dad-dos.]
Fox News’ The Kelly File: “When you see an ad like that, it’s a winner.”
NBC’s Today Show: “Oh, how cute. How adorable. That’s so sweet.”
ABC’s Good Morning America: “I’m buying that shampoo.”
The New York Times: “An act that helps foster confidence and strength in girls.”
Rolling Stone: “Credit to Pantene for going above and beyond.”
ESPN: “Dads tackle braids and buns.”
People: “This will make you tear up at your desk.”
[Over 45 million views of how-to videos.]
[250 million #DadDo social media impressions]
[Over 1.68 billion media impressions and one phone call…]
Michelle Obama: “I love the campaign. Strong is beautiful.”
[Dad-Do Style Kits. Dad-Do Pop-Up Salons]
[After just 2 days, #DadDo out-trumped #Trump on Facebook. But the most important result: Millions of hours of dads & daughters together.]
Fox News’ The Kelly File: “How great is that. I have chills. I have chills. Pantene gave me chills.”
[Strong is Beautiful]
Year
2016Related Materials
Pantene ‘Dad-Do’ Super Bowl Commercial
Pantene ‘Dad-Do’ How-to Videos
Pantene’s integrated cause marketing campaign included dad-do style kits and a series of how to videos, like this one featuring DeAngelo Williams and his daughter Rhiya:
Earned Media and Social Media Impact
All Super Bowl ads yield traditional-media mentions and social media conversation. But #DadDo was exceptionally viral, trending organically on Facebook for 48 hours after launch. The Pantene Super Bowl commercial and YouTube how to series inspired 250 million #DadDo social media impressions and 1.68 billion media impressions.
Here’s an example of Pantene’s positive earned media, as featured on ABC’s Good Morning America:
