JOHN FRIEDA® – #madeforme

Demanding women want to achieve the extraordinary. John Frieda^® understands extraordinary personalities and fosters long-term relationships. Consequently, we set up a new strategic ambassador cooperation to reach the next level of brand loyalty.

THE TASK

Establishing a positive image and draw the audience / women with demanding hair closer to us. By giving them the opportunity to communicate the transformation of their demanding hair with the help of John Frieda^®.

THE IDEA

The John Frieda® Ambassadors,   women with strong personalities who are more than just women with beautiful hair. Women with inspirational stories to tell. Together with Leyla, Olja, Carola Alexa, Sarah & Nike, John Frieda^® celebrates the feeling of transformation. The feeling we get when we transform from ordinary to the extraordinary.

THE OUTCOME

Under the umbrella of #madeforme, we established an overall philosophy that connects women with John Frieda^®. The philosophy of feeling the power of transformation. We converted influencers into real brand ambassadors and closed the gap between brand and audience by starting a loyalty program: The John Frieda^® Brand Lovers.

AMBASSADORS

Our John Frieda^® exclusive ambassadors are strong personalities who inspire. They reveal how they transformed their hair using John Frieda^® products – and show the emotional and practical side of this transformation. With long-term contracts, they act as real brand ambassadors. The goal: to increase customer loyalty for the brand. Credibility and advocacy.

BRAND LOVERS

A loyalty program designed for woman with demanding hair. Treating them with product packages and inspire them to share their transformation on social media. To generate bonding and show transformation through product usage.

ONLINE PLATFORM

The johnfrieda.de #madeforme page hosts interviews, highlight-articles, and information about preferred products of our ambassadors. A platform to inspire and introduce our ambassadors. Ambassador stories, including travel journals, wedding tales, and hairstyling tutorials.

BLOG & INSTAGRAM

Our ambassadors created outstanding branded content. About art, photography, travel, self-love, female empowerment – and their hair. The ambassadors are posting weekly showing hair styles, taking us to beautiful destinations and tell their audience about their favourite hair products.

TAKE-OVERS

From time to time our ambassadors take over the John Frieda^® Instagram account. Letting our audience be part of Milan Fashion Week with Carola or discover Rome with Alessa.

MORE TOUCHPOINTS

We set up a podcast with Sarah and Nike of thisisjanewayne.com, where women talk about who they want to be. About their hair struggles and product usage, about fashion and photography, and about how to show your personal hairstyle. Together with Leyla from Lala Berlin, we created a limited-edition T-shirt to celebrate the #madeforme movement which was featured on online platforms such as Vogue, Elle and many more.

LIVE EVENT

Nike & Sarah of thisisjanewayne.com hosted several live events, broadcasted on Facebook and Instagram. Talking to other ambassadors about topics such as “A tailor-made you”, “Fashion and styles,” and “City travel and photography”. We also invited the audience to participate and ask questions. By engaging with us, consumers had the chance to win a shopping day in Vienna with Carola, a photo day with Olja in Amsterdam, and one of our limited-edition T-shirts designed by Lala Berlin.

PERFORMANCE RESULT

Our ambassadors and brand lovers have twice as much reach compared to other influencers and a three-times higher engagement rate as the influencer benchmark. The John Frieda^® channels have a 50% higher engagement and 2.5 times more reach now.

See more work