John Frieda®
Blonde Secret

John Frieda® stands for 30 years of expertise in tailor-made hair care for demanding hair. Especially blondes need products that transform their hair into the best possible blonde. The Blonde Secret campaign focuses on three special hair care product collections for blonde hair. We discover the secrets of the blonde women who have found their perfect product match John Frieda®.

The task

The challenge was to create an appealing and recognizable 360° ATL campaign with a strong and unique digital activation. The campaign was set to activate the biggest online sampling ever done by the brand, including 25.000 sample packs which should be distributed not only to blonde women, but to those with specific needs for their blonde hair.

The idea

Blondes are always trying to perfect their hair as much as John Frieda® does with its blonde specific products. We know, blonde is more than a color. It is an identity. Having the perfect blonde hair is a secret. We used that insight for our campaign. Blonde Secret revealed the blonde women´s secrets and let users take part in the “blonde circle of trust” – haircare, beauty, fashion & lifestyle secrets were revealed over a campaign period of 6 weeks.

The outcome

Influencer as the key visuals faces and the protagonists of the Blonde Secret campaign films.

Three blonde ambassadors are the inspiring faces of the Blonde Secret campaign. Each of them stands for one of the three John Frieda® blonde product collections.We created awareness and appeal through their social channels and connected their beautiful hair to John Frieda®. We established John Frieda® as THE brand for demanding blonde hair. While the influencers revealed secret after secret to the audience together with John Frieda®, users were able to get closer and closer to their own perfect blonde by signing up to receive blonde sample packs for their specific needs.


Blonde product advisor & sampling

Through the blonde product advisor, which was especially designed for the campaign, the users got exactly the products their blonde needed. Brilliant Shine for blonde hair which needs shine and volume, Perfekte Reparatur for stressed and damaged blonde and Go Blonder for a sunkissed blonde look.


Blonde Secret Wall

We filled an inspiring secret wall on the website with secrets from our ambassadors, from supporting influencers and from participating users, as well as blonde related inspiring articles and secret tips.

Blonde Secret Trip on Instagram Stories

For the second part of the campaign we went on a secret trip with our ambassadors during which more secrets were revealed and more challenges were accepted. The roll out of the trip was featured exclusively in the form of Instagram Stories on the three ambassadors’ Instagram channels @oljaryz, @alessa_w and @charliemeetz and on @johnfriedaDE.


While the users where watching the secret stories, we invited them to upload an image, telling us their blonde secret and featuring it with #blondesecret. By doing so, they had the opportunity to win a trip to our secret location and walk in the steps of our blonde ambassadors.


The secret location was revealed exclusively on the @johnfriedaDE Instagram Story channel at the end of the trip.

Blonde Secret Packaging & Secret Postcards

The Blonde Secret campaign was also featured at the point of sale: In order to bring the campaign´s insight and idea to life we designed secret packagings for the products, as well as emotional Blonde Secrets postcards featuring our ambassadors and secret tips.

Blonde Secret Blogger Boxes on Amazon

Online shopping is an essential tool for every brand to sell their products. That´s why we also designed and created premium Blonde Secret Ambassador Boxes, which were on sale at

With this holistic campaign roll out we established that John Frieda® is the expert for demanding blonde hair.

The following channels have been activated: Print, POS, Online Media, Display Banner, YouTube, Facebook, Instagram, Website, Newsletter. The print campaign was the best performingJohn Frieda® campaign ever in the DACH market. 25.000 users got their perfect matching sample pack for their blonde specific needs. All thanks to the blonde product advisor.


over benchmark

of digital assets performance



Instagram Stories (benchmark: 3,6%)


more views

on Instagram stories


more followers

during the Secret Trip

Recent work

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