Pantene Pro V

While at Essence.com, I worked on the “Making It Happen” digital campaign in partnership with Pantene, promoting their Pro-V product line to Black women through a multi-channel experience. The centerpiece was a microsite that featured an interactive sweepstakes, a product showcase with direct links to purchase, and a beauty survey designed to gather audience insights and personalize recommendations.

To bring the campaign to life across platforms, I helped produce accompanying marketing banners and a branded e-blast that drove traffic to the microsite. A standout feature was the integration of content from three Black female influencers, who shared their personal hair journeys and experiences using Pantene Pro-V through sponsored posts and testimonials featured on the site.

This project was a powerful blend of commerce, community, and storytelling. It effectively connected Pantene’s brand message with Essence’s audience by centering real women and authentic beauty experiences, while driving measurable engagement through content, interactivity, and conversion tools.