Case Study : John Frieda Elite Members Club
Client / Brand - Kao Brands, John Frieda
Disciplines - Digital, DM, CRM
Campaign Summary
Competitors consistently and significantly outspend John Frieda so we needed to outthink them – ATL spend keeps you in the game but it doesn’t necessarily give you the strongest competitive advantage. The John Frieda Elite® Members Club was born from the key consumer insight that premium hair care brands claim to truly understand hair, but do they truly understand My Hair? The activation ambition driving the John Frieda Elite® Members Club program then became ruthlessly simple…We want our consumers to have the same relationship with the John Frieda brand as they enjoy with their own personal hair stylist. Staying true to our core brand idea – Salon Inspired, Genuinely Tailored – we embarked on a journey of continually trying to understand the individuals’ hair worries, issues, successes and failures to shape individually tailored and relevant communications through a variety of channels.
The strategy was to replicate the bespoke salon experience, with a genuinely tailored response to consumers’ needs and a CRM strategy was defined as the solution.
Only relevant, personalised communications to the consumer could prompt purchase of the right products and lock them into the brand. Loyalty could be achieved through delivering the bespoke hair care advice to the consumer. In order to deliver a tailored program, John Frieda needed to establish a closer relationship with consumers – The John Frieda Elite™ Club was established. This would give us the tools to help guide consumers through the range and successfully promote full regime use: Care, Serums and Stylers, therefore driving sales. The program was executed using both digital and print communication together with a careful mix of price incentives / brand materials (to distinguish the brand from its competitors and maintain interest). The John Frieda Elite® Members Club has gradually built up in complexity to ensure the promises of the club (exclusive, premium, tailored) can be fulfilled. ______________________________________________________________________________
Highlights and results
- With now over 100,000 hair involved women on the database the Elite programme has developed into a core marketing tool with increased support every year.
