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Pantene Search Engine S.H.E.: Just the Facts

May 14, 2019 Sarah Cavill

Pantene, P&GPantene, a Proctor & Gamble (P&G) brand, has launched a new search tool called S.H.E. – Search. Human. Equalizer., as the first step in their “Power to Transform” campaign.

What Is S.H.E.?

In an effort to tackle the biased algorithms of typical search results, Pantene created S.H.E. According to the P&G press release “S.H.E. is a search tool that shows us what a more equal world could look like by removing the bias in search. Available via Chrome extension, S.H.E. operates on the search back end by filtering results to produce less biased and more balanced results, ultimately giving the women behind some of the world’s greatest accomplishments and transformations the visibility they deserve.”

How Does S.H.E. Support Pantene’s “Power to Transform” Initiative?

Pew Research Center study showed that in 57% of searches across 105 job categories, women appeared in only 10% of the results. As the kick off to Pantene’s “Power to Transform” campaign, S.H.E. shines a spotlight on women of accomplishment through more equitable search results. The next phase of the “Power to Transform” campaign will shine a spotlight on the transformative power of women globally.

Pantene’s $1 million dollar partnership with The Wing, a workspace and community for women, will provide funding and support to female entrepreneurs and women-led businesses plus a mentorship program for teens headed to college. The Pantene “Power to Transform” initiative “recognizes, celebrates and gives visibility to women who transform their lives and the world around them every day.”

How Does S.H.E. Support The Pantene Brand?

In a clever promotional move, search results from S.H.E. will also direct users to Pantene and P&G products that align with their searches. S.H.E. has identified the 150 most problematic searches, which the S.H.E. extension will correct, showing less-biased search results while also creating awareness of their products.

Millennials, in particular, prefer brands that embrace purposes, like the “Power to Transform” campaign does. By creating a campaign that boosts their products and their platform, Pantene delivers a branding win.

Reimagining Your Digital Marketing Win? 

Contact Digital Media Solutions today.

How Does S.H.E. Support Pantene’s “Power to Transform” Initiative?

Pew Research Center study showed that in 57% of searches across 105 job categories, women appeared in only 10% of the results. As the kick off to Pantene’s “Power to Transform” campaign, S.H.E. shines a spotlight on women of accomplishment through more equitable search results. The next phase of the “Power to Transform” campaign will shine a spotlight on the transformative power of women globally.

Pantene’s $1 million dollar partnership with The Wing, a workspace and community for women, will provide funding and support to female entrepreneurs and women-led businesses plus a mentorship program for teens headed to college. The Pantene “Power to Transform” initiative “recognizes, celebrates and gives visibility to women who transform their lives and the world around them every day.”

How Does S.H.E. Support The Pantene Brand?

In a clever promotional move, search results from S.H.E. will also direct users to Pantene and P&G products that align with their searches. S.H.E. has identified the 150 most problematic searches, which the S.H.E. extension will correct, showing less-biased search results while also creating awareness of their products.

Millennials, in particular, prefer brands that embrace purposes, like the “Power to Transform” campaign does. By creating a campaign that boosts their products and their platform, Pantene delivers a branding win.

Reimagining Your Digital Marketing Win? 

Contact Digital Media Solutions today.

About the Author

Sarah Cavill

Sarah Cavill is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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