PrettyGreen

We are PrettyGreen. An Independent, Award Winning Agency for PR Less Ordinary ​

London, United Kingdom
Founded: 2008
Staff: 40
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Skills
PR
PR and SEO/Search
PR Stunts
Content
Content Agency
Content Creation
Experiential
Experiential Marketing
Experiential Campaigns
Integrated Communications

and 15 more

Clients
Nando's Global
Nando's UK
Nintendo
Audible
Three Mobile
Hasbro
SMARTY
Disney UK
snapchat
Pantene

and 2 more

Sector Experience
Public Relations
Consultancy
content marketing
Content Creation
Experiential events
Experiential Marketing
experience innovation
Sports Marketing
Sports & Leisure
sports and technology

and 7 more

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Pantene: My Hair Won’t Be Silenced

by Jasmyn Nagar

Bringing a global brand together with grassroots organisations to drive long-lasting social change.

Business Challenge

Despite having a range of products for Afro hair, created by Black scientists, Pantene has been guilty of under-representing Afro hair and adding to the issue of hair discrimination.

How do we move the brand forward to combat the real issue of Afro hair discrimination?

Objective

As a PR agency, increase awareness of common hair discrimination and microaggressions in the UK to stimulate long-lasting change and showcase the positive power of hair.

Strategy

Align the brand strategy with grassroots organisations, who work together to drive mass awareness of Afro hair discrimination and tell an authentic story which gets to the heart of the issue.

A commitment to achieve >50% reduction in Afro hair discrimination by 2025.

Solution

A strategic, multi-channel creative campaign shaped by an advisory board and underpinned by a research report which highlights the issue.

A partnership with mental health charity Black Minds Matter and grassroots initiative Project Embrace.

Creation of an emotive brand film in partnership with Black collective SXWKs which tells the stories of real women who have experienced hair discrimination.

A social campaign using existing brand ambassadors, influencer marketing and campaign partners to tell real stories and drive awareness.

Results

Experience

68 pieces of coverage

233 social posts from influencers, ambassadors and partners

Engagers

7 influencers and ambassadors engaged

Over 1M+ impressions across earned social

Eyeballs

1.6BN Opportunity To See through traditional, online and broadcast media

400,000 views of the campaign film

Business Impact

Long-term results still pending, as campaign has just launched in Feb 2021.

Initial reaction has been overwhelmingly positive across social and the global P&G network.

Tags

lifestyle
Beauty
social media
PR
Entertainment
Diversity & Inclusion
multi-channel strategy
mental health
creative
support

Clients

Pantene
black minds matter
Project Embrace