John Frieda – Hyperlocal Mobile
John Frieda created the ‘A Hair Better Weekend Getaway Contest’ to build awareness and help tell the brand’s story. John Frieda created surprise pop-up salons where women could get the runway treatment from John Frieda stylists. They entered the contest by sharing who makes their day #AHairBetter on social media. The contest was hosted on Facebook and a microsite that curated the content consumers were sharing.
As part of the digital support for the contest, Gaggi drove awareness of the surprise pop-up salons Hyperlocal Text Alerts. The text alert tactic achieved a CTR well above the industry average!