Holler
John Frieda
Precision Foam Colour Campaign
Brief
John Frieda briefed us to create excitement ahead of the launch
of their revolutionary new home colourant which uses innovative
foam technology to deliver salon quality colour with minimal
fuss.
The Opportunity
As with all hair and beauty products, we knew that nothing would
be more powerful than the recommendation of real women. The issue
with home colourants is that women who use them tend to be
nervous to deviate from their tried and tested brand and shade.
So the challenge was to overcome this barrier and get women
trying the product and sharing their experience.
The Activity
Since we wanted to mobilise this audience and generate positive
feedback and review, it made absolute sense that our giveaway
should live within the social spaces online, such as Facebook and
Twitter.
Our Facebook activity used the killer combination of effective fan engagement, social network seeding, highly targeted Facebook ads and an application mechanic updated the Facebook status of all fans applying for the free product to spread the word of this exciting offer.
We also engaged influencers consisting of beauty bloggers, editors and writers to share the news exclusively before the product hit the shelves. We hosted an event and invited them along to a product presentation and demonstration at the Mayfair Hotel, providing them with the product to try for themselves. The perfect advocacy programme.
Results
Our initial giveaway was so successful all products were given
away within three days, so we ran a further competition to win
one of 5,000 free product coupons. Both the giveaway and the
coupon competition inspired a brilliant number of comments and
positive reviews of the product, with many fans telling us they
won't be going back to their old colour. Fans have also been
sharing pictures of their colour results and reassuring other
fans that were more nervous to switch.
We gained an incredible 25,000 new Facebook fans in just three weeks, with over 9,000 individual comments. Facebook have now made the campaign into a case study of how brands can most effectively use their platform.