Pantene on Snapchat
Argentina, Colombia, Mexico
The first advertiser to develop a hair Lens for Latin American Snapchatters.
Challenge
The objective was to send the Pantene Pro-V message to young consumers by using today’s most popular platform. Pantene decided to use the most playful and interactive Snapchat program, the Lens. The objective was to use a Lens to show Snapchattersthe Pantene provitamin effect on hair.
Solution
Snapchat used Lens filters that enhanced the luster and light on hair. This Lens was activated when the musical jingle “Pantene Hair” started playing, which created a more complete interactive experience where Snapchatterscould play around with the Pantene augmented reality, using images and sounds. This Lens was available in Mexico, Colombia and Argentina for only one day.
Results
+2.9M
Unique reach
+26s
Play time
+7M
Plays
Pantene achieved more than 10 million page views with this launch. Snapchattersplayed, had fun, sung and even danced showing their Pantene hair in Snapchat! The success of the experience was so contagious that the true Pantene ambassadors participated by sharing their Pantene Hair videos and Snaps on other social networks outside of Snapchat.
