Case Study

Entrepreneurial in spirit and global in impact, the John Frieda® brand has consistently been the industry leader when it comes to innovative new products. Its no coincidence that parent Kao Brands and AOR Enlighten selected ICED Media to launch the Root Awakening product line.

Objectives:

• Launch a disruptive digital campaign aimed towards beauty experts and consumers alike
• Identify influencer ambassadors able to lend credibility and enhance sentiment
• Increase exposure and reach
• Create digital content and video assets

Solution:

The program objectives were perfectly suited to the burgeoning segment of beauty experts gaining online subscribers by conducting video tutorials on the web. To accomplish these objectives, ICED Media leveraged our relationships with some of the top video bloggers on YouTube. We launched an FTC compliant sampling program, encouraging some of the most viewed beauty experts on YouTube to use the Root Awakening product and share the results with their built-in audience.

Results:

• 18 participating beauty expert video bloggers, each with a built-in audience on YouTube
• 57 Total videos created
• 8,097,797 cumulative video views

Examples:

• DeziredBeauty Video
• Forever Beauty Video
• Samantha Schuerman Video