John Frieda tests Instagram advertising as it looks to reshape digital activity

Hair care brand John Freida has launched an Instagram campaign as it looks to reshape its digital media activity and take a consumer centric approach.

The campaign marks the first time a haircare brand within EMEA has advertised on Instagram and follows the launch of John Frieda’s ‘me&john’ campaign at the beginning of the year.

The creative, handled by Brave, includes a variety of hair moments – such as an up-do created for a special night out, or tousled hair created for a summer hair look. ZenithOptimedia was tasked with developing and implementing the media strategy for the social media campaign.

The brand’s wider digital media activity is focused on beautiful hair and imagery, and the campaign hopes to empower women through the belief that with John Frieda, her desired style for any 'hair moment' is possible.

Alex Bradbury, digital manager, John Frieda commented: “Instagram stood out as the perfect platform for us to target digital natives with inspiring and shareable imagery and being the first haircare brand within EMEA to do this, is a really exciting moment for John Frieda.

"ZenithOptimedia was an integral part of the launch of the ‘me&john’ campaign and we are excited to now be taking our digital activity to the next level. We are looking forward to seeing an uplift in positive association with the brand.”

The advertising campaign launches today (1 May) and will run for two weeks.

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