in 2011 Head & Shoulders Needed to Increase sales by giving men a reason to interact with the brand beyond having itchy scalp. The insight was that every man wants to be a legend in his own mind. The brand’s spokesperson was NFL superstar Troy Polamalu, a real-life legend. We leveraged his “Legendariousness” to build a campaign to “Be Legendary”. We focused on several ways that guys proclaim their male prowess in real life situations and based a Facebook contest around it.

At the same point in time, Troy’s spokesperson role was going to transition to MLB legend Joe Maur of the Minnesota Twins. We had to create a big enough splash to not lose consumer interest after Troy left. We created a head to head challenge on Facebook that would engage consumers and their friends. We gained extra attention by enlisting MLB legends of the past to do the same thing in a video series.

Both initiatives were supported by digital media and social media, POP and YouTube Media.