Pantene partnered with the Weather Channel at Walgreens to deliver relevant messaging along her path to purchase based on localized weather conditions. We created geo-targeted mobile ad units with a coupon to drive her in-store where she would see a display featuring products to fix her immediate hair concerns. This program drove base and total category sales making Walgreens one happy customer.
2014 Awards: WARC100 #5 Best Global Campaign, Ogilvy ARF Best in Show, Digiday best mobile brand experience, Digiday finalist most integrated retail experience, Reggies (2 Gold, 1 Silver), Effies (1 Gold, 1 Bronze, Grand Effie Finalist), Addy (1 Bronze), ProAwards (1 Gold, 1 Silver), OMMA Finalist, IAB Mixx Finalist, Jay Chiat Silver in Best Research
Pantene + Refinery29
Pantene Holiday Styling at Target
Pantene partnered with Refinery29, her online style authority, to create inspirational, multi-platform content including hairstyling how-to videos, trend reports and more. Pantene styling products were woven throughout, so no matter her style during the holidays, Pantene was a relevant part of her playful lifestyle.
A mobile offer drove trips to Target, and at the in-store display, she could continue to engage with Pantene styling content via Blippar. Pantene styling product sales at Target increased by more than 50% vs. the holiday timeframe last year.
Vidal Sassoon: Salon Genius
Vidal Sassoon Pop Up Salon
When Arc was tasked with launching Vidal Sassoon, we wanted to make sure women knew this brand came from a real salon. To prove we were no imposter, VS stylists traveled across the country, giving women a truly unexpected experience where they already shopped – food and drug stores. Our pop-up salon event left women feeling great and helped re-establish Vidal Sassoon as THE authentic salon brand.