Kao Brands Europe

Brave Marketing

THE TEAM

Stephanie Connor, Jennifer Langan, Ash Bendelow, Vlad Radivojev, Chris Weston, Gemma Campbell, Adrian Westlake, John Crickett.

WHAT IS WONDERFUL ABOUT THIS WORK?

We established the John Frieda Elite® Members Club, which has proved its worth with ROI showing a member is worth £11.52 every year, versus a non-member at £4.40. We've also seen a 162% sales uplift from members, across all sub-brands.

OBJECTIVES

To build loyalty to the brand and encourage regime use in shampoos and conditioners, stylers and finishers. Connect with consumers and minimise switching to other premium haircare brands.

STRATEGY AND TARGETING

In this extremely promiscuous category, consumers regularly break away from trusted brands to try the next new product. John Frieda has a number of iconic products but regime usage is low. Our strategy was to replicate the salon experience to build an emotional connection with consumers: the John Frieda Elite Members Club.