Featured image by Mizuno K

Picture this: your product gets casually mentioned by a mega-influencer. Suddenly, your brand is trending, your social mentions are exploding, and your product searches are skyrocketing. Every marketer dreams of this moment. But when virality strikes, what separates a passing trend from a long-term brand win?

Pantene showed us exactly how it’s done.

When beauty influencer Alix Earle posted a TikTok raving about how her expired Pantene shampoo made her hair softer than ever, the video went viral. Instead of letting the moment fade, Pantene quickly leaned into it. They partnered with Earle and launched a one-day-only campaign featuring a limited-time product inspired by her viral comment. The twist? You couldn’t buy it; you had to win it in a sweepstakes.

To amplify the hype, Pantene transformed its social media presence and website to spotlight the campaign exclusively for 24 hours. Add influencer partnerships, eye-catching Times Square billboards, and strategic paid ads, and you’ve got a campaign that turned a TikTok joke into a brilliant brand moment.

In this blog, we’ll break down what made Pantene and Alix Earle’s “Unexpired” campaign so successful, and how you can apply similar strategies to your own marketing efforts.

 

Breaking Down the “Unexpired” Campaign

It all started in December 2024 when Alix Earle posted a TikTok saying, “How come when I come home and use my expired Pantene shampoo and conditioner, my hair feels softer than it’s ever felt…I’m starting to think maybe I need to switch back.”

The video struck a chord with viewers. With over 7 million views and 600,000 likes, it was clear that her audience was listening. Even more importantly, they were relating. Her post didn’t feel sponsored because it wasn’t. It was just honest. And that authenticity sparked a wider conversation around Pantene’s effectiveness and affordability, especially compared to more premium brands.

Pantene didn’t hesitate. Recognizing the viral potential, they worked with Earle to launch the “Unexpired” collection: a curated, rebranded version of their existing product, only available via sweepstakes for 24 hours. This created instant scarcity and major FOMO. The message was simple: Alix’s version of Pantene is here-but only for a day.

To maintain full momentum, Pantene’s social accounts and website went all-in on the campaign. For one full day, everything from their TikTok to their site’s homepage was focused solely on the sweepstakes. This total brand alignment ensured no one missed the moment.

They didn’t stop at Earle, either. Influencers Madison Harwell and Jaelyn Kay received early access PR boxes, with strict instructions not to reveal them until the official April 30th launch. Meanwhile, Pantene took over billboards in Times Square and The Oculus, cementing the campaign as a cultural event.

 

What to Learn From Pantene’s Success

You may not have a mega-influencer casually praising your product for free, but you can take some serious notes from Pantene’s approach. Here are three lessons to apply to your own strategy:

• Utilizing Social Listening: Pantene didn’t create this moment. They caught it. By paying attention to what people were saying online, they spotted an opportunity to act. That’s the power of social listening: when you actively monitor and interpret conversations about your brand or category, you can uncover real-time marketing gold. Want to learn more? Check out NISM’s webinar Social Listening as Part of Your Strategy.

• Creating Urgency: People want what they can’t have or what they might miss out on. The 24-hour sweepstakes was more than a giveaway: it was an event. Scarcity makes content and products feel special, and Pantene used this tactic perfectly to drive interest and action.

• Choosing the Right Influencer Partnerships: Alix Earle’s biggest appeal lies in her authenticity. She built her brand around “Get Ready With Me” videos that show her daily routine, from college life to watching her NFL boyfriend’s games. She’s relatable, honest, and most importantly, trusted by her audience. By partnering with someone who genuinely aligned with their image, Pantene gained not just reach, but credibility. For more on building influencer strategies, visit NISM’s Influencer Marketing 101 webinar.

 

Final Thoughts

Pantene’s “Unexpired” campaign is a case study of how to turn a spontaneous viral moment into a calculated marketing success. By listening carefully, acting quickly, and aligning their strategy across platforms, they transformed a casual TikTok into a full-scale, multi-channel campaign.

The big takeaway? You don’t need a Times Square billboard to make an impact. You just need the right mix of timing, authenticity, and strategy. Keep your eyes and ears on your audience, and be ready to pivot when the time comes.

Viral moments don’t wait. But with the right mindset and tools, your brand can be ready to make the most of them…just like Pantene did.

 

Author Bio:

Kassity Lee was a 2025 Social Media Strategist Intern at the National Institute for Social Media. A senior at Southern Illinois University Carbondale, Kassity is a dual Marketing and Journalism major with a specialization in Advertising. Kassity is passionate about marketing strategy and utilizing the power of human truths to craft effective campaigns. In her free time, Kassity can be found hanging out with her cat Bug, playing video games, and occasionally catching a local basement show with her friends. You can find her on LinkedIn here.