After TikTok's most influential influencer, Alix Earle, discovered that unexpired Pantene from her parents' bathroom outperformed her luxury products, the brand went viral. In response, Grey New York and Pantene partnered with Earle for a bold, 24-hour, social-first product drop: the Unexpired Pantene Collection. This campaign cleverly highlighted Pantene's product superiority and accessibility through playful, creator-led storytelling, capturing a fresh audience and encouraging product trial. 

24-Hours to Snag a Limited-Edition Collection!

Famously Effective

The campaign brilliantly capitalized on a viral cultural moment, transforming it into a timely and buzzworthy activation that resonated deeply with audiences. Drawing inspiration from the fleeting, 24-hour nature of social media stories, we mirrored this sense of urgency by making the Unexpired Pantene Collection available for just one day. This strategic use of immediacy not only created significant demand but also tapped into the fast-paced dynamics of digital culture, compelling audiences to act quickly and fostering a sense of FOMO. To further amplify the campaign's reach and impact, we complemented the social buzz with bold OOH placements, seamlessly bridging the online conversation with impactful real-world visibility.