With the hype of Super Bowl 50 at a high, I knew brands were going to be pushing hard to get that touchdown in their ad campaigns. For a successful campaign, it is vital that a brand tells the story of a product or company, while simultaneously creating an emotional brand experience.
Pantene recently rolled out a series of videos featuring NFL players accepting #DadDo hair challenge as part of their “Strong is Beautiful” campaign. Not only did they hit the campaign right with their timing, they created an emotional experience for consumers. If you’re a female watching this video, I bet you pictured your dad trying to do your hair when you were a little girl and probably giggled.
During the video, viewers were hit with this strong message- “Girls who spend quality time with their dads grow up to be stronger women.” That message hits straight to the heart. For the woman who grew up with a dad that was super involved, it makes her thankful. For the woman who didn’t have a dad growing up, it probably makes her hope that her kids will have a father that takes the time to do her daughter’s hair. Either way, the video pulls on the heart strings of most women, while also targeting men.
If you look at the big picture of this campaign, Pantene wants you to buy their products. Point blank, that is what the brand is ultimately trying to do. In order to do that successfully, they have to gain the consumers trust. What better way to gain trust, than by creating messaging that makes consumers feel as though they are right in the middle of the experience?
At the end of the day, or game, if the consumer doesn’t feel a connection through a brand experience, they will be less likely to trust the organization, and less likely to buy the product.