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Case studies
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 Pantene: Honoring Hispanic Hair Stylists |
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RLPR turned a key Hispanic insight – Latinas rely on their local stylists for beauty and personal advice – into a national PR campaign for leading hair care brand Pantene with the launch of the “Hair Stylist that Shines in the Community” effort: a national contest and in-salon initiative that sought out the best Hispanic hairstylists as nominated by clients in the country.
This program involved partnering with key Hispanic hair salons in NY, LA, Miami, Houston and Dallas; distributing contest collaterals in each partner salon; partnership with Latina.com for a national overlay; intense media outreach; and VIP/influencer events (Pantene Nights) in salons of national winner and one local winner.
As a result, the program received more than 337 entries, exceeding 250 benchmark. Total media hits reached 195: print impressions totaled nearly 8,000,000 and internet exceeded 100,000,000. Announcement was published in top daily and weekly newspapers, including La Opinion, Hoy, Diario la Estrella, El Heraldo News, Diario las Americas and others. Winner announcement was published in leading newspapers, including Al Dia, El Sentinel Orlando, Impacto Latin News, and ran on dozens of local websites |
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