Case Study: Head & Shoulders achieves 4-point lift in favourability and 8.3-point lift in ad recall in France with Instagram

Head & Shoulders - Customer Case Study

Head & Shoulders France, part of Procter & Gamble and one of the country’s top-selling shampoos, wanted to reach a younger, more social audience for a new product launch rather than relying solely on global content localized for TV and online. The challenge was to build top-of-mind awareness with mobile-first consumers on Instagram.

Working with Meta Creative Shop and agency The Source, the team briefed local creators to produce short, vertical branded videos filmed alongside the TV shoot so assets could be repurposed for mobile and Reels. The June 7–30, 2021 campaign drove a 4‑point lift in favourability for influencer content and an 8.3‑point lift in ad recall (versus a 4.2‑point lift for adapted brand assets).

Head & Shoulders