Cross Canada Chic with John Frieda
This year, John Frieda partnered with ET Canada on a fully integrated campaign that inspired Canadian women to pursue their own personal hair transformations. 8 contest winners were selected across the country to have their before and after makeover featured on ET Canada.
The campaign objectives were to: showcase the product line-up, reveal Before-After transformations, and to reinforce the key message that John Frieda® is your partner in transforming demanding hair!
The campaign/contest ran across 2 phases:
- Nomination phase: In partnership with ET Canada, viewers were asked to submit a photo and write-up on a custom ET Canada microsite, nominating someone in their lives with demanding hair who deserved a full style transformation.
- Content roll-out: A crew including the ET Canada team, stylists and the host, travelled across Canada to meet the contest winners and to learn more about their stories which were featured along with their transformation in-show and online. Each segment (a total of 8) was promoted weekly in the show.
Digital and Social media posts supported the campaign on each phase showcasing the contest, tutorials and winners. The campaign generated almost 2,000 contest entries and over 15,000 microsite visits with an average time spent of 7 minutes!