Pure Beauty

John Frieda launches #hairmoments campaign

Published: 1-May-2015

Hair care brand uses social media to target young consumers

Hair care brand John Frieda has launched a new Instagram campaign in a bid to reach its target young, female consumers and show them that with John Frieda any desired hairstyle is possible.

The campaign follows the ‘me&john’ initiative, which took place at the start of this year. It was a huge step change for the brand because it celebrated the special relationship a woman has with her hair stylist and aimed to highlight that with John Frieda anything is possible.

The wider digital media activity for the #hairmoments campaign is focused on beautiful hair and imagery, making instagram the perfect platform to execute it.

The campaign includes a variety of ‘hair moments from a beautiful up-do created for a special night out to tousled or textured hair for a summer day look.

Digital Manager at John Frieda, Alex Bradbury says: “Instagram stood out as the perfect platform for us to target digital natives with inspiring and shareable imagery and being the first hair care brand within EMEA to do this, is a really exciting moment for John Frieda.”

The advertising campaign launches today and will run for two weeks. Global media agency, ZenithOptimedia was tasked with developing and implementing the media initiative.

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