P&G Hair Always-On Content Marketing
Content Strategist, Creative Lead & Editor for P&G Haircare portfolio
The Client: Procter & Gamble (P&G) Hair (Pantene, Rejoice, Herbal Essences, Head & Shoulders)
The Campaign: #MyHairSoulSister
The Brief: To boost consideration for P&G's haircare brands in Singapore and Malaysia through a 12-month content partnership, establishing an "always-on" social-centric, lifestyle content approach.
My Role: Conceptualised the #MyHairSoulSister campaign, leading the editorial strategy for the entire calendar year. I drove the production of all campaign assets, from editorial content to creative visuals, and oversaw content amplification, influencer engagement, and event execution. This included developing a supportive, "best friend" voice for all communications to resonate with consumers sharing similar hair concerns.
The Impact
The success of this initial "always-on" content partnership not only significantly boosted brand consideration across P&G's haircare portfolio but also paved the way for a long-term, expanded marketing collaboration. This transformed P&G into a key client account for the agency and extended the agency's scope beyond content marketing into creative production, media marketing, influencer marketing, and events.
A glimpse of #MyHairSoulSister campaign editorial calendar
The Output: Content Hub, Interactive Quiz, Content Creation & Amplification (Advertorials and Photography), Influencer Engagement, Events & Giveaways
A Glimpse Into Our Fragrance Library: One of the first advertorials for P&G Hair’s Rejoice Perfume series
Angle: Visual illustration of a vanity setting lined with scented products (from non-competing categories such as scented candles, perfumes, even makeup) to bring out the uniqueness of a Perfume series from a shampoo.
#MyHairSoulSister personality quiz within the content hub
Two of many influencer engagement posts using campaign #MyHairSoulSister
