NANO & MICRO INFLUENCERS
JOHN FRIEDA HAIR CARE
The hair care products’ brand John Frieda wanted to increase awareness of their product ranges Violet Crush and Go Blonder in Spain, though quality content in social media and reviews in a beauty e-commerce.
Two teams to meet different needs with John Frieda
After conducting an exhaustive review of consumer profiles on our TRND platform, we selected 35 nano and 40 micro unpaid influencers. They were all women aged 33 on average and had blonde hair. 84% had never tried John Frieda products.
Considering the type of hair and the needs of each consumer, we divided the content creators into two groups: #GoBlonder and #VioletCrush. Their mission was to share their experience with the products on social media. Some of them were also invited to buy one product in an e-commerce and write a verified review.
To maximize the campaign’s impact, we promoted the best content through paid media boost, reaching +1.5Mio potential consumers within the brand’s target.
Content creators turned into brand ambassadors
After a few weeks of product trial, 82% approved the Violet Crush USP: “Violet Crush is John Frieda’s range of products, formulated with ground violet pigments, which mattifies and restores shine to blonde hair.”; and 95% agreed with the Go Blonder USP: “The Go Blonder range gradually and gently lightens the tone of natural or coloured blonde hair to achieve blonder, brighter hair. This line is suitable for any shade of natural, coloured or highlighted blonde.”.
After the campaign, 92,3% of the influencers ensured they would recommend Go Blonder to their peers and 82% said the same about Violet Crush. 82% of the total ambassadors also stated they would buy the product after the project.
“I’ve been looking for a shampoo to lighten my hair without having to bleach it, as I’m a natural blonde and I just wanted to lighten it a bit without damaging my hair. This shampoo has surprised me as it leaves my hair very shiny, and I notice how little by little my hair becomes lighter. It’s just what I was looking for. I will continue to use it.” Nano influencer
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