Pantene is a popular hair line, especially in the United States. Pantene took a different approach by getting NFL players and their young daughters involved. In the commercial, NFL players try to braid their daughters’ hair. While this was unexpected from a brand like Pantene, it was a smart move. Pantene has been running with the “Strong is Beautiful” theme and it’s really worked for them. I came across this ad on Facebook after one of my friends shared it on her profile. This campaign increased exposure for Pantene primarily on social media. They reached current customers that were following them on their pages (owned media, possibly paid media to promote it), but were also able to reach potential future customers by every share, like, comment, and retweet (earned media).