SWEDEN'S PROUDEST AMBASSADOR

ClientP&G
Category F01. Integrated Campaign led by PR
TitleSWEDEN'S PROUDEST AMBASSADOR
Product/ServiceHEAD & SHOULDERS
Entrant JUNG RELATIONS Stockholm, SWEDEN
Idea Creation FLX Stockholm, SWEDEN
Idea Creation 2 JUNG RELATIONS Stockholm, SWEDEN
Media Placement MEDIACOM Stockholm, SWEDEN
PR JUNG RELATIONS Stockholm, SWEDEN
Production FLX Stockholm, SWEDEN
Production 2 JUNG RELATIONS Stockholm, SWEDEN
Credits
Name Company Position
Max Hafelt Jung Relations Advisor
Anna von Stockenström Jung Relations Project Manager
Ebba Hultengren Jung Relations Creative Director
Bill Schumacher FLX Director
Cornelia Opitz FLX Producer

The Campaign

Henke has done an outstanding job as the brand ambassador. No one could have done a better job at selling shampoo. He is simply the best: - Sweden’s best hockey goalie - Sweden’s best dressed - Sweden’s best looking - Sweden’s best hair-flow So, we asked ourselves: how do we top Henke Lundqvist? It seemed impossible. But the answer was simple: double up on the number of Lundqvist’s! Thus, we invited Henke’s hockey-playing twin-brother, Joel, to join the party with the storyline that Joel’s trying to take over Henke’s ambassador role. As his twin-brother and best friend, Joel has closely witnessed Henke’s shampoo successes, which has led to jealousy and a strive to achieve the same success Henke has. Not only does Joel have the looks – he also has the advantage of being 40 minutes younger. Henke, loving Head&Shoulders more than anything, is now facing his toughest challenge yet.

Execution

Thru storytelling, we implemented following units, with PR and ‘shareability’ at the core: - The campaign starts off with a film showing Henke shockingly witnessing his brother at a commercial shoot. The battle begins! - Henke’s next move: deliver shampoo-bottles to Joel’s hockey-team, with a clear note: “Regards from Joel’s brother – the REAL Head&Shoulders ambassador” - In the following film, Henke has a masterplan: Henke gives himself the “head” (lead) role, while Joel must settle for the “shoulder” (supporting) role. - Henke cooperates with his own clothing brand (Bread&Boxers), and creates a limited edition “Henke + Head&Shoulders t-shirt” in ultra-black – only suitable if you’re dandruff-free. - In interviews, Henke emphasized his ambassador role. - Henke put himself on billboards in collaboration with Sweden’s leading supermarket. - When Head&Shoulders sponsored TV-shows, Henke had the message saying “The program is sponsored by Henrik Lundqvist” instead of the brand’s name.

To summarize, this has been the most successful campaign ever for Head & Shoulders in Sweden. We exceeded all targets and most importantly, we strengthened the position as Sweden’s most purchased shampoo! - Earned media reach (social media not included) of over 41 million in Sweden (Sweden’s population = 10 million), in all of the targeted top tier media. Positive tone in over 90% of the articles, which all included the brand (there was no way of reading/watching each article without understanding it was Head&Shoulders). - Sales grew with astonishing 33% - Sales in November 2016 was all-time high ever for a month - Head & Shoulders brand awareness grew from 21% to 51% - The films that we seeded to media trended on Google and became the most popular on YouTube. The films generated thousands of comments are the most liked and shared videos in the brand’s history. - The billboards with Henke led to a 36% sales growth during the period. - Henke’s t-shirt collection sold out in a few days. - Tens of thousands of heartwarming comments on social media, and even Sweden’s national hockey coach applauded the films. - Bonus: We can´t know for sure if it was the shampoo that turned the Lundqvist brothers into winners, but at the end of the campaign, the brothers joined team Sweden in the world hockey championship – winning the gold medal!

The Situation

Henke Lundqvist, the best hockey goalkeeper in Sweden, loves Head & Shoulders. For six years, he has been the face and hair for the shampoo brand – and enjoyed every second of it. Last year, we put Henke’s love to the test by having his hockey playing twin-brother challenge him for the role as the brand ambassador. The brothers fought for the shampoo bottle in a PR-based integrated campaign that included commercials, pr seeding, own clothing collections, press releases, send-outs, billboards, sponsorships, and interviews. The campaign engaged all of Sweden which resulted in Head & Shoulders’ best campaign ever.

The Strategy

The strategy was to create an integrated campaign with PR as core and main ingredient, that would be active throughout the entire hockey season. The plan was to have enough content and material to keep releasing it successively during the season to make sure we would create an interesting and constantly up-to-date campaign. The target group is men 18-54 y/o who all have one thing in common: they are interested in sports. Thus, adding Henke’s twin brother to the mix, was the perfect solution to generate even more interest among the target group, but also to make the campaign even more newsworthy. This allowed us to implement a “PR-first” mentality for the campaign. Each unit would first be released via pr (earned channels). Then, after that, it would be communicated in own and bought channels. This way, we would maximize reach and get more “bang for the buck”.