Head & Shoulders - Shoulders of Greatness
Targeting - Individuals seeking a connection between personal care and success, emphasizing a demographic interested in grooming products with a confidence boost.
Core Theme of the Campaign -
Head & Shoulders takes a unique approach by intertwining hair care with personal success stories, connecting the brand with the idea that confidence starts from the shoulders up.
About the
Campaign -
Head & Shoulders' Shoulders of Greatness Campaign is a marketing initiative focused on celebrating individuals who have achieved greatness in various fields, emphasizing confidence and success.
Formula applied by the Campaign to elicit customer action -
The inspirational storytelling, showcasing real people with remarkable achievements, associating their success with the confidence gained from using Head & Shoulders products.
Business Title
A Look at
the Campaign
1. The campaign employs emotional storytelling, highlighting achievers from diverse backgrounds.
2. Focuses on the concept of "Shoulders of Greatness" as a metaphor for confidence.
3. Utilizes various media channels, including social media, TV, and digital platforms.
4. Collaborates with influencers and celebrities to amplify the message.
5. Engages the audience through user-generated content, encouraging them to share their success stories.
6. Leverages the hashtag ShouldersOfGreatness to create a community around the campaign.
7. Offers limited edition product packaging featuring success stories to drive consumer engagement.
8. Incorporates interactive elements, such as online quizzes, to involve the audience.
9. Measures success through increased brand engagement, product sales, and positive sentiment.