MS3 Marketing

	P&G Brand: Pantene
	Breakthrough: What better way to convey Pantene‘s brand benefit of "Getting that salon experience without going to the salon" than bringing a spa experience right to consumers when they need it most. Spa Pantene was created by MS3 and included stops on college campuses and at Target. On campus, sorority leaders were enlisted as ambassadors and provided product samples and gift bags to be distribute around campus announcing the arrival of the day spa days in advance. At Target, we provided a promotion overlay and same day purchase offers to support the live Spa program. An online virtual spa helped extend reach and brought the experience to a wider audience while driving consumers in store via product coupons. Results: 18% sales lift over 3 months, 40% increase in purchase intent.