2012 Digital PR Awards: Viral Campaign

Winner: Marina Maher Communications -- Head & Shoulders' Mane Man Delivers Legendary Results by Scaring "Guy's Guys" All Over the World

Head & Shoulders is an established, well-known brand. Aware that men spend far less time thinking about hair care products than women, the challenge was to come up with a campaign designed to get the attention of and effectively market to the male demographic. What better way to reach that audience that to tap into one of the things men actually think about a lot – football.

With that in mind, the winning team of Marina Maher Communications created a way to establish itself in the online world by creating videos that would air during football season to increase brand awareness. NFL star Troy Polamalu – known around the NFL and among fans for his is long hair, and his Pittsburgh Steelers teammates Hines Ward were enlisted to be the faces of the campaign.

Three themed videos, including one of the players dancing backstage at a shoot, were developed to coincide with the campaign. Combined, the video totaled over 3.2 million YouTube views and Head & Shoulders grew by 7% in market share. 

Honorable Mentions

  • AMD -- AMD FX/Guinness Record Project 

  • GolinHarris/McDonald's - Introducing Chicken McBites: Bite-Sized Enjoyment

  • Mohegan Sun - Mohegan Sun's Shine 360 degrees


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