in 2011 Head & Shoulders needed to increase sales of a product line aimed at the female market by making it socially acceptable to buy and use an anti-dandruff shampoo.

We leveraged the brand’s new spokeswoman to make it okay to be friends with a dandruff shampoo on Facebook, back when Facebook apps were breaking.

The insight was that Women are not comfortable talking about their dandruff. However, there’s always at least one person she is willing to have that conversation with.

We created a quiz based experience to get the consumer to be more comfortable talking about the situations by allowing users to be “The Good Girlfriend” and share their advice.

An extension of the quiz included a digital animated pop-up style book contest in which we would expand reach by users referring their “Best Girlfriends” to the experience for a chance to win.

Within three months the experience saw over 25K interactions and 1000% increase in Facebook fans of the brand.

The program was such a success that it spawned a duplicate experience for the next product, Green Apple Scent. We replicated the quiz with a fresh take. We also introduced an interactive iPad ad for use in magazine apps.

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