June 2018

Head & Shoulders

Case Study

Produced by Procter & Gamble, Head & Shoulders is America’s #1 dandruff shampoo brand. Hair products range from shampoos, 2-in-1, conditioners to treatments – to get 100% flake free hair. Clinically tested. Dermatologist recommended.

@thesparkleofjoy
@makeupbynida_
@heyitsjesschan

What They Wanted

Peersway was approached by their client to raise awareness of Head & Shoulders newest shampoo and conditioner, Smooth & Silky. They wanted influencers to encourage their followers to try the new products as it is designed to control frizz for 24-hr while it helps soften and restore dry, frizzy hair to a silky smooth look. To raise further awareness, Peersway was asked to host Instagram contests where contestants post Instagram Stories to be eligible to win.

What We Did

We engaged over 300 influencers in Toronto and Vancouver to promote Head & Shoulders Smooth & Silky shampoo and conditioner. Our influencers wrote about their experience with the products and encouraged their followers to purchase the products at their local Shoppers Drug Mart. To influence their followers, the influencers posted “after-look” pictures of their silky smooth hair.

@momshealthyhabits

Campaign Results

305
Influencers
607
Instagram Posts
1.3M
Total Reach
124k
Total Engagements
9.47%
Engagement Rate
$0.21
Cost Per Engagement

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