#BadHairDay has a monstrous problem. When it’s mentioned 17x more often than #GreatHairDay on Instagram, you know you have a cultural opportunity on your hands. We hosted a 2-week, real-time consumer intervention where an army of social media managers and TV personality Asha Leo delivered custom content for people using #BadHairDay on IG and Twitter. We invited them to take our 14-day challenge and flipped that conversation upside down, grew Pantene’s social following and led to increased product trial.