Demanding women want to achieve the extraordinary. John Frieda® understands extraordinary personalities and fosters long-term relationships with women with demanding hair. Consequently, we set up a new strategic ambassador cooperation in 2018 to reach the next level of brand loyalty. This involves influencers into real brand ambassadors as well as closing the gap between brand and audience by starting a loyalty program: The John Frieda® Brand Lovers.
The task: Increasing the customer loyalty to the brand.
Through this authentic and individual type of woman, our task is to establish a positive image and to draw the audience closer to us by giving them the opportunity to communicate the transformation of their demanding hair through John Frieda®.
The idea: #madeforme as the overall philosophy.
Under the umbrella idea #madeforme, combined with specifically selected ambassadors, we established an overall philosophy which connects women with John Frieda® to feel and learn about the power of transformation. What’s more, the intention is to close the gap between the brand and the audience by using brand lovers as product ambassadors and prove that demanding hair can be transformed with products that are #madeforme.
#madeforme Online Platform
On the johnfrieda.de #madeforme sub-page we publish interviews, highlight-articles, and information about the preferred products of our ambassadors. This platform is there to inspire readers and introduce them to our ambassadors. Here they can read ambassadors’ stories, including travel journals. wedding tales, and hairstyling tutorials.
Not only on their channels but also taking over the John Frieda® Instagram Channel letting our audience be part of Milan Fashion Week with Carola or discover Rome with Alessa.