“Shoulders of Greatness” with Head & Shoulders, the World’s #1 Shampoo Brand
(*MMK+ is a consortium of Omnicom agencies brought together as a single network offer for P&G on global initiatives.)
Head & Shoulders is no stranger to the NFL locker room. For the past five years, MMK+ helped the brand secure and promote a successful partnership with long-haired NFL player Troy Polamalu, including the insurance of Polamalu’s hair for $1 million dollars and the immortalization of his legendary locks in wax with Madame Tussauds.
While the partnership generated strong equity among males overall, the brand was still under indexing among millennial men, who hold a direct purchasing power of more than $200 billion. In order to win big with this target, the brand needed a new, fresh ambassador and platform that would resonate with them and drive trial.
H&S turned to fresh NFL talent with New York Giants ESPY-winning wide receiver Odell Beckham Jr. to take over as the brand’s next “Heir to the Hair.” Beckham is not just known for his stellar rookie season performance but for his unique sense of style. Because millennial men look to athletes for inspiration on and off the field, his presence in the fashion and grooming categories provided an opportunity for H&S to capitalize on his appeal with the target to get them talking about – and using – H&S.
In August 2015, Polamalu helped welcome Beckham to the Head & Shoulders family, and Beckham starred in “Shoulders of Greatness,” a new TV spot about all of the things he carried on his shoulders (dandruff not being one of them). In addition to garnering an explosion of coverage for the video content and Beckham’s new ambassador role in key outlets like ESPN, MMK+ drove buzz for H&S by engaging with adoring fans in real time via customized digital content that brought our ambassador and “Shoulders of Greatness” campaign to life.
Within the first 72 hours of launch, MMK+ put a spotlight on the brand globally, with over 1.2B media impressions. Additionally, the three top-performing tweets received more than four times the engagement rate over the average Twitter benchmark. In less than one month, the volume of H&S mentions increased 25 percent – with almost half of the total referring to Beckham – and the brand also saw an overall increase in positive brand sentiment.