Sheer Blonde

John Frieda engaged us to help relaunch its Colour Care Collection, using Sheer Blonde as the hero product. We learned that blondes love talking about their hair colour journey, so we built an online community for them to share their stories, tips, pictures and to sign up for samples. Cheeky out-of-home, print and online media drove our light-locked target to a custom Facebook page. By adding a local event and contest layer, the Sheer Blonde community grew from a few hundred to nearly 40,000 and allowed us to distribute thousands of product samples, increasing trial and encouraging brand loyalty in a target prone to switching.