CASE STUDY: John Frieda partner with Marie Claire and InStyle
Provided by Time Inc. UK
John Frieda Frizz-Ease develops a special print partnership with Time Inc fashion bibles - with proven positive results.
What was the Challenge / Background of the Campaign?
John Frieda Frizz-Ease is well known as a leading expert in frizz control, however their position in the market is fiercely sought after, with competing haircare brands attempting to emulate their success. John Frieda wanted to achieve standout in this cluttered marketplace and distinguish themselves from their competitors by drawing upon their premium salon heritage. Time Inc's fashion bibles, Marie Claire and InStyle provided a perfect synergy for John Frieda's campaign, with access to upmarket, appearance conscious women who are continually investing in their looks.
What was the Campaign Objective?
It was crucial for the creative campaign to achieve the following: 1) Strengthen John Frieda's premium brand image. 2)Communicate John Frieda's unique positioning. 3) Create stand-out in a cluttered market.
What was the Solution?
Time Inc developed a high impact campaign in the form of a bespoke glossy bound-in insert on premium heavy stock paper. This was a solus creative partnership in both Marie Claire and InStyle.
What were the Results?
Time Inc commissioned GfK NOP Media to undertake pre and post advertisement research amongst readers of Marie Claire and InStyle.The research demonstrated the creative achieved: 1) High standout and brand attribution-Over 1/3 of readers recognised the de-branded creative - Nearly 7 out of 10 who recognised the de-branded creative associated the ad with John Frieda completely unprompted. 2) Aspirational status-8 out of 10 agreed the creative made John Frieda look like an upmarket and premium brand. 3) Increased likelihood to purchase.
What were the Key Learnings of this Campaign?
"We really enjoyed working with Time Inc on this project. The final creative and copy fulfilled our objectives of bringing alive the premium positioning of the John Frieda Collection to consumers" Rachel Broad -Brand Manager John Frieda/Kao Brands. "In an endlessly cluttered magazine market place, these beautifulinserts really cut through and fully delivered on the premium nature of the John Frieda proposition"RozHinds -Client Planning Manager, Equinox.