Pantene, a personal hygiene brand of Procter & Gamble, introduced a new packaging in 2012. Their rebranding campaign included a new Facebook contest with user-submitted content that aimed to identify the new Face of Pantene.
Users were asked to submit photos that showed off their coiffures. Photos were uploaded, and reviewed by the system’s content administrators. Only photos that were accepted were shown to the public. Users with top-voted photos were awarded with prizes.