John Frieda & ZenithOptimedia Launch an Instagram Advertising First

The John Frieda brand has today launched a new Instagram campaign, as it looks to reshape its digital media activity and put the consumer firmly at the heart of the brand. The campaign is an advertising first on Instagram for a haircare brand within EMEA and follows the launch of John Frieda’s ‘me&john’ campaign at the beginning of the year. The me&john campaign is a huge step change for the John Frieda brand, which celebrates the special relationship a woman has with her hair stylist and that together with John Frieda®, anything is possible.

Global media agency, ZenithOptimedia was tasked with developing and implementing the media strategy for the social media campaign which connects with a target audience of young, upmarket women. The brand’s wider digital media activity is focused on beautiful hair and imagery, making Instagram the perfect platform to execute the #hairmoments campaign. The campaign hopes to empower women through the belief that together with John Frieda, her desired style for any hair moment is possible.

The creative includes a variety of ‘hair moments’ – whether this is a beautiful up-do created for a special night out, or tousled, textured hair created for a summer hair look. The creative was handled by creative agency, Brave.

Alex Bradbury, Digital Manager, John Frieda commented: “Instagram stood out as the perfect platform for us to target digital natives with inspiring and shareable imagery and being the first haircare brand within EMEA to do this, is a really exciting moment for John Frieda. ZenithOptimedia was an integral part of the launch of the ‘me&john’ campaign and we are excited to now be taking our digital activity to the next level. We are looking forward to seeing an uplift in positive association with the brand.”

Kevin Morton, Client Partner, ZenithOptimedia said: “John Frieda is a really exciting brand that is keen to pioneer and embrace new ways of engaging with its customers online. This was a great opportunity to execute an advertising campaign that aims to increase the brand’s reach on a platform that is growing exponentially among its target audience. It’s the perfect platform to position John Frieda at the heart of the customer’s hair journey and will be pivotal to growing brand sentiment and engagement.”

The advertising campaign launches today and will run for two weeks.