The document discusses Head & Shoulders' Project Aphrodite initiative to engage in online conversations about dandruff and hair care products. It finds that H&S has grown to a leadership position for both men and women in the category. For men, performance and believability of claims are key motivators. For women, recommendations from experts and reviews influence brand choice, and they tend to stay loyal if a brand works for them. The project identifies opportunities to address barriers at each stage of the consumer journey from research to advocacy.

1. June 2016
HEAD & SHOULDERS
Project Aphrodite Advanced Analytics and Insights

2. PROJECT APHRODITE 1.O SUCCESS
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
In 14.15, our initial conversation audit revealed a large conversation about dandruff
and related conditions, mostly fueled by confusion in the category.
H&S took the role as a “trusted advisor” to these consumers by actively engaging
in their conversations in order to clear up the confusion and solve the business
problem. As a result, the brand’s SOV and net sentiment grew to a leadership
position for both men and women.
Our approach was effective. Our latest audit found significantly less confusion in
the conversation. At the same time, we’ve seen positive brand conversation
increase tremendously. And, there is a direct correlation between this decline in
confusion and H&S conversation growth. Head & Shoulders has been solving the
problem we originally identified!
Our new audit reveals deeper insights, including trial barriers and micro-moments,
offering even more strategic opportunities to engage and convince consumers to
try, buy and love H&S.

3. THE CURRENT LANDSCAPE
Our Impact on the Hair Care Conversation

4. Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Dove
Men
+
Care
Selsun
Blue
Axe
(Armor)
Clear
Scalp
Men’s
Shampoo
Brand
Conversa;on
Landscape,
OND
2014
H&S is unrivaled in the men’s category, dominating the larger shampoo conversation. Dove Men+Care, the
closest competitor, has held in second place for 6+ months, while other brands remained mostly stagnant.
Opportunity
Expand leadership position, continue to seize greater SOV and increase positive sentiment.
SALES UP 7% YOY SINCE LAUNCH
Men’s
Shampoo
Brand
Conversa;on
Landscape,
JAS-­‐OND
2016
H&S
Men
Dove
Men
+
Care
Selsun
Blue
Clear
Scalp
Old
Spice
Axe
(Armor)
Denorex
T
Gel
Nizoral
Organix
L’Oreal
American
Crew
H&S
Men

5. 90
80
70
60
50
40
30
20
10
0
-­‐2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
160
140
120
100
80
60
40
20
0
-­‐20
-­‐5%
0%
5%
10%
15%
20%
NET
SENTIMENT
AVG.
DAILY
MENTIONS
Women’s mentions more than tripled year-over-year. Women also feel more positive about H&S than any other
brand in the category and it is the third most talked about brand in the competitive set (following Garnier and
Pantene).
Opportunity
Grow conversation volume and maintain positive sentiment to overtake Garnier and Pantene.
Women’s
Shampoo
Brand
Conversa;on
Landscape,
JAS-­‐OND
2016
MOST POPULAR AMONGST WOMEN
Women’s
Shampoo
Brand
Conversa;on
Landscape,
JAS-­‐OND
2014
Pantene
Suave
Garnier
Herbal
Essences
Tresemme
H&S
Clear
Scalp
Solu;ons
Suave
Scalp
Solu;ons
Dove
L’Oreal
Clear
Scalp
Solu;ons
Suave
Scalp
Solu;ons
Tresemme
Dove
L’Oreal
Suave
H&S
Garnier
Organix
Organix
Pantene
Herbal
Essences
AVG.
DAILY
MENTIONS
NET
SENTIMENT

6. DEEP DIVE
Informing Our Approach Through Data & Insights

7. 7
Awareness
1
2
2
3
Men and women have different purchase drivers
and barriers.
Men place the greatest significance on product
performance, quick delivery of results and whether they
believe in the product’s claims when making purchase
decisions.
Women are more influenced by recommendations from
friends and dermatologists and tend to stay with dandruff
shampoo they currently use. They wonder which shampoo
is the best, and if a dandruff shampoo can replace their
regular shampoo.
Create gender-specific strategies to improve
message effectiveness.
Insight Opportunity
Women need to hear from dermatologists,
influencers, friends and other voices she
trusts that the product can meet her needs in
order to switch brands.
Ensure performance and product proof
points are prominently woven throughout all
social and earned content targeted to men.
KEY FINDINGS
Male and female conversation early in the consumer
journey is tinged with fear, apprehension and annoyance.
Post-purchase, emotional language shifts to joy and
confidence.
Meeting the consumer with language that
mirrors and acknowledges their emotional
state will drive them to trial, purchase and
advocacy.
4

8. 8
Awareness
5
2
6
7
Men’s choice of dandruff shampoo is driven by search,
advertisements, and WOM from friends, ratings & reviews
and social media. Women are primarily motivated by social
media, ads and ratings and reviews.
People choose to switch dandruff shampoos in specific
moments that are identifiable through intent signals in
search and social.
Search and social data reveals many other moments that
correlate to the topic of dandruff.
Aligning messaging with relevant questions
from search and social media will ensure that
H&S can win the relevant moments on the
platforms consumers use and trust.
Insight Opportunity
Addressing barriers through the lens of the
moment provides highly-relevant, value-
added content to the consumer that is highly
persuasive.
H&S should intercept these moments with
specific content to acquire new consumers
and retain current consumers.
KEY FINDINGS
The dandruff shampoo conversation is dispersed across
multiple social channels, including forums and ratings &
review sites.
8
Start to implement listening and response
on Instagram and other platforms where
the discussions are happening.

9. In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Dandruff sufferers
have four need states:
Get Rid of Dandruff;
Lifestyle; Self; and Life
.
The way into his/her
life is through content
he/she cares about:
parenting tips,
shopping, career, and
self-preservation
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
Trial barriers in the dandruff conversation have evolved since our last analysis. Men and women are
placing greater importance on product proof points (efficacy, believable claims, provides clean hair, etc.),
whether they need to go to a derm first, and cost. There are gender differences in barriers, which are
more apparent in subsequent slides.
Opportunities
Develop multi-platform content and sampling opportunities that address the barriers at each step along
the path to advocacy.
Dandruff
Shampoo
Path
to
Advocacy,
Men
vs.
Women
Research Comparison Purchase Trial Advocacy
OVERCOME MALE/FEMALE BARRIERS

10. 10
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Insights
Men need to believe that H&S delivers on claims. They wonder if the competition is better and are concerned
that they aren’t seeing results fast enough.
Opportunities
Leverage voices that men respect to prove that H&S is the #1 in the world for a reason. Give them a reason to
believe by educating about proper technical usage for optimal performance (i.e. daily use of shampoo +
conditioner as a system), its fast-acting nature, and other benefits that prove efficacy.
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Barriers
to
Trial
of
Dandruff
Shampoo
Among
Men
(6
Months
of
Social
Media
Data)
Complacency
Familiarity
Performance
Believability
PERFORMANCE & BELIEVABILITY MOTIVATE MEN

11. 11
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Insights
Women tend to get recommendations from dermatologists and ratings and reviews, and tend to stick with
their dandruff shampoo as long as they feel it is working.
Opportunities
Create content to overcome these barriers:
• Complacent about H&S: Leverage their brand love by encouraging them to use the H&S conditioner,
increase frequency, and/or try different skus. Develop them into advocates to convert their friends
and social circles.
• Complacent about other brands: Focus on key moments when consumers are likely to switch to turn
complacency into curiosity with relevant content, including unbiased reviews from influencers and
peers.
0.6
0.8
1
1.2
1.4
1.6
1.8
2
It's
not
a
simple
enough
solu;on
I
heard
it
wasn't
that
safe
to
use
I'll
s;ck
with
what
my
derm
recommends
I
don't
believe
it
will
do
what
it
says
Is
it
made
from
natural
ingredients
My
shampoo
works
well
on
my
kind
of
hair
Is
this
good
to
use
with
a
condi;oner
I
always
use
the
highly
rated
brands
Does
this
work
if
I
skip
a
treatment
Isn't
it
more
expensive
than
my
brand
I
just
switched
brands
and
I'm
happy
with
it
I
heard
it's
not
that
effec;ve
as
my
current
shampoo
There's
nothing
becer
than
my
shampoo
I
don't
think
the
scent
is
that
good
Barriers
to
Trial
for
Dandruff
Shampoo
Among
Women
(6
Months
of
Online
Social
Media
Data)
Complacency
Familiarity
Performance
Believability
WOMEN ARE COMPLACENT BUT INFLUENCABLE

12. 12
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
For men, dandruff shampoo use is driven primarily by online search, followed by advertising (the SOG spot is
successfully reaching men), and then WOM (through friends, ratings and reviews, and social media).
Opportunities
Reach men by creating relevant content from top search terms and social queries and circulate the content
through WOM channels. Continue with breakthrough “Shoulders of Greatness” campaign across channels.
SEARCH, ADS & OPINIONS DRIVE MALE PURCHASE

13. 13
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
Women are primarily motived by social media, online search, ratings and reviews, ads and YouTube.
Opportunities
Continue to leverage female advocates to discuss the product more frequently on social and via YouTube (via
programs like Octoly). This will be highly influential, as women are more naturally drawn to advocate for their
favorite brands.
All content (including traditional earned) should take top search terms into account.
SOCIAL MEDIA & ONLINE SEARCH PERSUADE WOMEN

14. 14
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Dandruff sufferers
have four need states:
Get Rid of Dandruff;
Lifestyle; Self; and Life
.
The way into his/her
life is through content
he/she cares about:
parenting tips,
shopping, career, and
self-preservation
Insight
Emotions in the conversation for both men and women are highly fueled by fear, apprehension and annoyance
early in the consumer journey. Post-purchase, emotional language shifts to joy and confidence.
Opportunities
Use emotion mapping to optimize voice and tailor content according to consumer location along path to
advocacy, with the intention to drive an emotional shift.
For example, match their fear and apprehension with confidence and reassurance early on in the path, and their
joy with excitement and appreciation towards the end.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Problem
Recogni;on
Informa;on
Search
Comparison
of
Compe;;ve
Set
Purchase
Post-­‐Purchase
Emo2onal
Shi8s
Along
the
Dandruff
Shampoo
Path
to
Advocacy
Fear
Apprehension
Confidence
Trust
Surprise
Annoyance
Anger
An;cipa;on
Joy
EMOTIONS SHIFT ALONG CONSUMER JOURNEY

15. 15
Awareness
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Dandruff sufferers
have four need states:
Get Rid of Dandruff;
Lifestyle; Self; and Life
.
The way into his/her
life is through content
he/she cares about:
parenting tips,
shopping, career, and
self-preservation
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Insights
The dandruff conversation occurs across multiple platforms.
Opportunities
Expand real-time engagement across multiple platforms where these conversations are happening (include
Instagram (data not available), YouTube, Forums, etc.)
Incorporate ratings and reviews into engagement and amplification strategy via robust new programs that
create messaging to overcome barriers.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Women
2014
Women
2015
Men
2014
Men
2015
Share
of
Dandruff
Shampoo
Conversa;on
Channels,
Men
vs.
Women
Facebook
Twicer
Blogs
Forums
Forum
Replies
Ra;ngs/Reviews
Videos
Images
CONVERSATION PLATFORMS

16. MOMENTS THAT MATTER
Dandruff and Beyond

17. 17
Awareness
Insights
The most common rationales for both men and women to
switch their dandruff shampoo are tied to performance (e.g.,
dandruff came back), followed by price.
Opportunities
Closely monitor relevant switching moments within listening
dashboards so that we can intercept with the right content.
Target H&S consumers that mention reasons for switching to
another brand with content that reiterates efficacy or shows
them the right way to use the products in order to solve their
performance-related problems.
Consequently, incite a desire to switch to H&S from another
brand with content centered around the performance of H&S.
Show up organically in search with earned and influencer
content as much as possible when a consumer is expressing
these problems.
Men
Women
Dandruff
came
back
181
177
Effec;veness
171
154
S;ll
itchy
hair
144
148
Price
140
121
Long-­‐las;ng
bocle/package
138
109
Brand
I
trust
133
139
Scent
122
127
Recommended
to
me
121
129
Extra
volume
117
130
Thicken
my
hair
114
98
Dry
Scalp
114
129
Natural
ingredients
114
120
Healthier
scalp
109
119
Long-­‐las;ng
scent
109
114
Damaged
hair
109
127
Slow
ac;ng
101
109
No
tears
101
99
Sohens
becer
98
104
Milder
formula
98
109
Reasons
for
Switching
Dandruff
Shampoo
(Indexed
Against
Average
Volume)
Note:
Green
is
most
likely
in
the
conversa;on;
red
is
least
likely
Real-Time Social Content
Canned content that hits
against this (i.e.“Sorry to hear!
How are you using the
product? Use H&S Shampoo +
conditioner daily for optimal
performance that you’ll see
instantly”)
Earned Content
“What to do When Dandruff
Comes Back”
“How to Keep Dandruff Away
For Good”
“Itchy Scalp? You May be Using
the Wrong Shampoo”
KEY MOMENTS WHEN PEOPLE SWITCH DANDRUFF
SHAMPOOS

18. 18
Awareness
Insights
Top moments where H&S can authentically engage with dandruff sufferers are centered around when it is most
critical to make a good first impression (dating, job interview etc.), lifestyle needs (parenting, hair style advice),
and self-needs (relaxation, healthy eating, stress relief).
Opportunities
Engage within the most relevant moments that matter, with encouraging content from relevant influencers that
will satisfy the moment and instill confidence, bringing it to life in a way that isn’t invasive. Examples:
• Dating: First Date Hair: Dos and Don’ts
• Parenting: What to do When Your Teen has Dandruff for the First Time
• Stress Relief: Is There a Link Between Stress and Scalp Health?
Self-needs
(relaxation,
exercise,
stress relief,
health)
Lifestyle needs
(fashion,
makeup, hme
décor)
Macro
Needs
of
Dandruff
Sufferers
100
110
120
130
140
150
160
170
180
Shopping
Paren;ng
Hairstyle
Ideas
Entertaining/Par;es
Fitness
Healthy
Ea;ng
Beauty
;ps
Pets
Sex
Healthy
living
Home
organiza;on/hacks
Home
Décor
Time
Management
Food
shopping
Crea;ve
Projects
Celebrity
Gossip
Key
Conversa;ons
MOMENTS THAT MATTER BEYOND DANDRUFF

19. Awareness
Insights
Top Google search terms reveal the most commonly used phrases and keywords consumers are using when
seeking a solution. Those that bubble to to the top, or are searched most frequently, are about what causes
dandruff, how to get rid of it, and what are the best treatment options.
Opportunities
Incorporate these terms within earned and social messaging to match consumer queries and show up strong in
organic search results.
Self-needs
(relaxation,
exercise,
stress relief,
health)
MOMENTS THAT MATTER IN SEARCH: DANDRUFF-RELATED
Dandruff
Dandruff
build
up
Dandruff
contagious
Dandruff
patches
Different
types
of
dandruff
Best
shampoo
and
condi;oner
for
dandruff
Best
thing
for
dandruff
Can
stress
cause
dandruff?
Head
and
Shoulders
color
safe
Does
dandruff
make
your
head
itch?
Shampoo
for
scalp
Is
dandruff
bad?
How
to
know
if
you
have
dandruff
Pregnancy
dandruff
How
do
I
get
rid
of
dandruff?
What
is
good
for
dandruff?
Why
do
you
get
dandruff?
How
do
u
get
dandruff?
How
to
get
dandruff
out
of
your
hair
fast?
Symptoms
of
dandruff
How
to
hide
dandruff
How
to
get
rid
of
flaky
scalp
How
to
get
rid
of
dandruff
permanently
Good
dandruff
shampoo
Dandruff
symptoms
I
have
dandruff
Growing
dandruff
Top Dandruff-Related Google Search Terms

20. Awareness
Self-needs
(relaxation,
exercise,
stress relief,
health)
NON-DANDRUFF RELATED MOMENTS FROM SEARCH DATA
In-market audiences Share Index Relevance
Dating Services 36.6% 1.5x
Mobile Phones 21.0% 1.3x
Apparel & Accessories 28.5% 1.1x
Beauty Products & Services 19.4% 1.3x
Shoes 14.5% 1.4x
Consumer Electronics 25.3% 1.0x
Insights
Google provided topics that people who search for dandruff-related terms also search for. Interestingly,
dating, clothing, and beauty also appear in the social conversation moments analysis. They should be
moments that we should feel confident entering with relevant, value-added content.

21. HEAD & SHOULDERS
Integrated Engagement & Amplification Strategy

22. STRATEGIC APPROACH
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Our analysis has shown that there are specific barriers that are differentiated by
gender, and moments that will be more effective to encourage switching from
competitive brands and during which we can provide relevant value-added content
that will drive sales, frequency and advocacy.
We will use insights from the social conversation analysis and Google data to focus
our Sprinklr dashboards to discover people in key micro-moments where they
might be willing to switch dandruff shampoos to get them to try or stick with H&S.
We will also engage in other moments when dandruff suffers express the barrier
sentiments, especially in the key moments that matter.
These keywords and barriers will also impact our earned and influencer strategies
to improve H&S’ organic search rankings for these terms and provide additional
content that can be amplified through native advertising and paid social.

23. WINNING THE MICRO-MOMENT
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
To win in these micro-moments,
we will create compelling content that overcomes key consumer
barriers and fits into moments that matter, with messages
delivered by influencers (s)he trusts on platforms (s)he regularly
uses.
Or,
(Barrier + Moment + Influencer) =
Content / Platform

24. BARRIER CATEGORIES
Awareness
In order to think about our content approach, we grouped the the barriers into categories (examples below).
Dandruff Expertise
• How to get rid of dandruff (skews F)
• How to prevent dandruff (skews M)
• Do I need to go to a derm first?
• Does [insert DIY solution] really work?
Product Comparison
• Best products for treating dandruff
• Which shampoo brand is best?
Value Concerns
• H&S is expensive
• H&S vs. White label brands
Beauty Concerns
• Will this replace my regular shampoo
• Does H&S clean my hair as well as
other shampoos
• Does this work for [x type] of hair?
Performance Concerns
• It doesn’t work fast enough
• My dandruff came back in a week
• Doesn’t work as well as other brands
Claim Disbelief
• I don’t believe it will do what it says
• Is H&S really #1 in the World?

25. KEY MOMENTS THAT MATTER
Awareness
We can be hyper-relevant by entering the conversation at moments that matter and addressing each barrier
through the lens of that moment. Moments include:
Owning Relevant
Micro-Moments
Dating
Parenting/
Pregnancy
Stress
Exercise/
Healthy
Eating/
Wellness
Beauty
Products
& Tips/
Hairstyle
Ideas
Career/
Job
Interview
Fashion/
Clothing
First
Impressions

26. THE RIGHT INFLUENCER FOR THE RIGHT MOMENT
Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by
consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:
Dating
Beauty Products & Tips
Healthy Eating/Exercise
Job Interview/Career

27. THE RIGHT INFLUENCER FOR THE RIGHT MOMENT CONT.
Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by
consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:
Pregnancy/Parenting Hairstyle Ideas

28. WINNING THE MOMENT
How it all comes together

29. BRINGING IT ALL TOGETHER
We have listed the moments that are relevant to each barrier and developed relevant ways-in that will be
welcomed by consumers in real-time, search, and other relevant platforms. For example:
Category Dandruff Expertise
Barrier How to Get Rid of Dandruff
Moment Dating
Content Idea Making a Great First
Impression on Your First
Date
Influencer Nelly Steinberg of Elite Daily
Channels Elite Daily (amplified by
native advertising),
Instagram, Twitter, Tinder

30. Male/Female
Consumer
“My dandruff came back in a
week. H&S isn’t working for
me”
Response
Use H&S regularly and you’ll
never see your dandruff again,
@consumer. Check out how it
works below.
BRINGING IT ALL TOGETHER
In fact, there is a
correlation between
H&S conversation
growth and dandruff
conversation decline,
especially amongst
women.
Female
Consumer
“I hate the scent”
Response
@SofiaVergara: You’ll love the
relaxing lavender scent of H&S
Nourishing Care, @consumer. It
makes my hair look and smell
beautiful. DM @HeadShoulders to
try!
Male
Consumer
“Going on a first date and need
to feel my best”
Response
We’ve got you covered,
@consumer. Here’s some tips
from @EliteDaily on how to look
your best for your first date.
Embed influencer earned
coverage on how to make a
great first impression, including
H&S messaging.

31. MOMENTS MATRIX EXAMPLE: DANDRUFF EXPERTISE
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
Ques2on/Barrier
Gender
Relevance
Moments
that
MaJer
Content
Ideas
Content
Types
Delivered
by
How
to
get
rid
of
dandruff
skews
F
General
Get
rid
of
dandruff
with
H&S,
tes;monials
blog
posts,
video
Dermatologist,
Consumers
Da;ng
Make
a
great
first
impression
on
your
first
date,
how
scent
acracts
you
to
someone
editorial,
blog
post,
instagram
video,
Tinder
ad,
Tinder
premium-­‐
based
messaging,
Podcast
(Living
Proof)
Influen;al
da;ng
expert,
da;ng
sites
that
have
blogs,
personal
branding
expert
Job
Interview
/
Career
Make
a
great
first
impression
in
interviews
/
business
mee;ngs
editorial,
blog
posts
Career
Expert,
i.e.
Nicole
Williams,
personal
branding
expert,
Miss
Career
Girl,
HR
experts
of
Vogue,
Allure,
Google
Paren;ng
kids
over
13
can
use
H&S,
50%
of
America
has
dandruff
and
if
you
have
two
kids,
one
of
them
likely
has/will
get
mom
blogs
Mom
influencer,
influen;al
parents,
other
derms
that
are
moms,
Dr.
Leoowicz
is
a
mom,
scary
mommy,
fatherly
How
do
you
prevent
dandruff
skews
M
General
Quora,
Facebook
live
Stress
SOG-­‐
too
much
to
worry
about,
don't
need
to
worry
about
dandruff
Refinery29
content
series,
ThirdMetric
Exercise
odell
stops
bad
plays
he
also
stops
dandruff
streaming
from
fitness
classes/
integra;on
Athleisurely
(fitness
lifestyle
influencer)
Beauty
day-­‐of
beauty/blow
out
appointments
fors
someone
complaining
about
dandruff/hair
dreamdry
blow
outs
rachel
zoe
(dreamdry),
glamsquad
How
did
I
get
dandruff
skews
F
General
why
do
people
get
dandruff
Quora,
podcasts
like
how
stuff
works,
lifehacker
Pregnancy
I
know
how
I
got
pregnant,
not
sure
how
I
got
dandruff
and
I
didn't
realize
that
H&S
was
safe
for
me
and
my
baby
Video,
blog
Real
Pregnant
Woman
Do
I
need
to
go
to
a
derm
first
both
General
Try
OTC
products
like
H&S
first
video,
blog
Dermatologist
Is
my
dandruff
shampoo
(H&S)
safe
F
General
Safety
First
Ask
a
Derm
Content
Series
Blog
posts,
Ask
a
Derm
Sahy
related,
targeted
webMD
ads
Dermatologist
Paren;ng
H&S
is
safe
for
children
above
the
age
of
13
Paren;ng
blogs,
peditrician
forums,
have
derms
write
FB
posts,
re-­‐target
them
Dermatologist,
Pediatrcian,
Mom
Blogger
Pregnancy
H&S
is
safe
for
pregnant
women
Moms
that
are
also
OB/GYN
share
their
stories
of
safety
and
its
ok
to
use
H&S
because…
OB/GYN,
Mom
Does
my
derm
recommend
H&S?
F
General
More
derms
recommend
H&S
Creden;al
this
on
H&S
FB
page
in
and
share/boost/target
this
content
to
the
key
demo
Dermatologist

32. CURRENT CONTENT
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
We did an analysis of content that already exists, and while there is content that addresses many of these
barriers, they will not help us with real-time moment-based communication.
• They are too heavily branded: Our own Project Aphrodite test & learn showed us that lightly branded
content outperforms heavily branded content.
• They are over-produced for the medium: According to Google/YouTube, less produced videos where the
speaker faces the camera outperform highly produced videos because they feel more authentic.
• They are not moment-specific: We should tailor the influencer the specific target audience, barriers, and
moments, as we have discussed.

33. EXTEND REACH VIA AGILE AMPLIFICATION
Awareness
Influencers in her
social graph are
beauty/hair care
experts, moms, and
lifestyle gurus
We are working with Hearts & Science to update the Project Aphrodite amplification plan to
accommodate the needs of PA 2.0.
This should include:
• Paid Twitter amplification
• Paid Instagram amplification
• Native advertising (e.g., Sharethrough)
• Influencer partnerships
• Other platforms (e.g., Tinder or Kiip)
We also believe that the moments defined in this strategy can inform other aspects of the paid
strategy.

34. NEXT STEPS

35. NEXT STEPS
35
Awareness
Optimized VisID, update Sprinklr dashboards for PA 2.0 and complete
barrier/moment matrix: 7/8
Work with Hearts & Science to develop PA 2.0 Amplification strategy,
including impact of moments data on paid strategy: w/o 7/11
Begin execution of Aphrodite 2.0: w/o 7/11 (we will create planned and
real-time content throughout the period in accordance with the barrier/
moment matrix)
Influencer & Editorial Outreach: Ongoing. We will select influencers for
the defined moments and create content that overcomes barriers for
use in real-time, search, and paid amplification.
1
2
3
4

36. THANK YOU!