Comments on: Who's Story Should You Be Telling?

By: kat

kat — Fri, 04 Sep 2009 14:17:19 +0000

i’m a graphic designer specializing in print marketing so my credibility in feedback on video campaigns might not be of much worth. however, speaking from the asian female perspective, i have to say this is an effective campaign in that it tugs at the heart.
in my experience, i’ve come to know that an effective campaign does not have to revolve around the obvious – yes, the shampoo has to make my hair shine, it has to make my hair strong, it should diminish, if not eradicate instances of hairloss but that’s a given. i want something more. i would certainly buy for myself products that meet my needs but to patronize the developer or the company, i need to know the kind of people making the brand. if the people are ones who acknowledge loss, hardship, perseverance, and all other real-life issues, in spite of their monetary success, then that means the company is worth my time and money.
this ad reached out to me. pantene has not only sold me their product, they won me over as a person not just as a consumer.

By: Laurent

Laurent — Fri, 07 Aug 2009 09:16:40 +0000

This is interesting. Brands catching up with social media are sometimes going to far (but at least they’re trying). A few months ago, I was at a meetup and someone said that social media is a good fit if your product/service has a social aspect in it. So true. Everything becomes easier then and you don’t need to go overboard to tell a story. But a shampooo…mmm…I see a big difference between marketing in social media (i.e: more of the same marketing/advertising but through the new channel) vs social media marketing (which is about a brand/organization participation in the right communities where they are relevant, transparent, real etc..)

By: Erika

Erika — Thu, 06 Aug 2009 09:13:15 +0000

A real human connection is made in this spot, because we have all experienced the emotions the main character goes through in her story. And we all have dreams of overcoming obstacles in our lives. Yes, shampoo is just shampoo. But Pantene is a company made up of real human beings. Much like a club, after seeing this spot, it makes you feel like you want to belong to this club because you feel that connection with the story it’s telling. It doesn’t seem insincere. What does seem insincere in advertising today is where there is not human connection, no story, no reason to care. I don’t want to hear about how awesome your shampoo is and how it will make my hair shine like the sun – because honestly, it won’t. But if you tell me a story, one that is inspiring and makes a real human connection, then I want to be your friend, be part of your club and the chances of me buying your shampoo are greatly increased. But don’t just tell me that story once to get me to buy that shampoo. Stand firm behind your message and tell it to me over and over. That’s my two cents.