How do you put your brand (Pantene) right on the red carpet without being an official sponsor of the Oscars?
Creative Solution
My team and I dominated red carpet chatter and second screen conversation with one little hashtag that had a huge return - #WantThatHair
First, we created pre-event content to kickoff our hashtag. Then we partnered with the E! Network pre-Oscar red carpet show and when the Oscars went live, we did too with real-time tweets and posts that highlighted the hottest trends right as they debuted.
We even kept the buzz going when the red carpet rolled up. Overnight, we created how-to tip cards that linked to step-by-step videos with our Pantene hairstylists and models so every one could create these of-the-moment hairstyles ASAP.
