Case Study: P&G Head & Shoulders achieves a 35% market share increase with MediaCom’s Divine Sampling campaign

P&G Head & Shoulders - Customer Case Study

P&G Head & Shoulders faced the challenge that half of Israelis suffer from dandruff but most do not realize they have it, preventing them from seeking a solution. The vendor, MediaCom, was tasked with creating awareness and convincing this audience to use the shampoo.

MediaCom created a "Divine Sampling" solution by placing Head & Shoulders dandruff detection strips into 250,000 traditional Passover cleaning kits, leveraging a national religious custom to make the product culturally relevant. As a result of this campaign, all kits were distributed, sales soared, and Head & Shoulders' market share grew by 35% year-on-year.

P&G Head & Shoulders

P&G Head & Shoulders