What use are the best product innovations if consumers don’t know about them? John Frieda wants to establish an even greater proximity to its target audience for the launch of its new haircare product range, Repair & Detox, and to anchor itself in the relevant consumer subset with its new product line. Here is where it’s important to appeal to the target audience’s emotions – in other words, to win over not only their heads, but also their hearts.
Burda Community Network (BCN) and John Frieda are pursuing a strategy by which we will convey the campaign’s core concept across all channels: John Frieda transforms dry and damaged hair to hair with flair!
Alongside the traditional print and digital media push, we will use the profile of the successful TV format Germany’s next Topmodel to translate the level of awareness achieved into consideration by means of a precisely orchestrated campaign.
With the aid of placement that reaches a wide range of readers in a show which is extremely popular among the target audience, valuable content will be created and distributed subsequently by media partners: TV advertorials on ProSieben and co-branded advertorials in ELLE, InStyle and Harper’s BAZAAR will be placed during the final month of Germany’s next Topmodel 2019. The print advertorials will be accompanied by extensive measures on the magazine’s websites: These will go live on the same dates as the publication of the print issues. An InStyle takeover on Instagram (in time for the much-anticipated makeover episode of Germany’s next Topmodel) will also boost awareness.
Additional reach will be generated by ads, advertorials, supplements and free samples in ELLE, InStyle, Harper’s BAZAAR and freundin. Burda will not only take on the creation of the supplement, but also printing for external magazines such as Vogue and Cosmopolitan.