Head & Shoulders wanted to generate meaningful content for its growing social media presence — content that would reflect the brand’s core values and connect naturally with its existing marketing and advertising campaigns.
Understanding the Challenge
Through user research, we explored what the brand truly represented to its audience. Across demographics and regions, one theme emerged consistently: confidence. The confidence to express yourself, to engage with others, and to live your life without hesitation.
From Insight to Idea
Working collaboratively with stakeholders and users, we shaped this insight into a creative concept — One Million Acts of Confidence. The idea transformed confidence from a personal feeling into a shared social currency. People would be invited to perform and share acts of confidence, inspiring others to do the same and creating a ripple effect of positivity.
Designing the Experience
We designed the 1MAOC digital hub as the central platform for this movement. Users could pitch their confidence-building ideas to the community, gather support across their own social channels, and once engagement targets were met, receive brand sponsorship to bring their ideas to life.
Each completed story became new social content — authentic, human, and aligned with the brand’s promise to empower confidence in everyday life.
The Result
By turning real stories of courage and connection into shareable experiences, One Million Acts of Confidence gave Head & Shoulders a social content ecosystem rooted in purpose. It transformed a shampoo brand into a platform for empowerment — amplifying its message across digital channels while staying true to what the brand stands for: confidence that starts from within.