John Frieda was the first to offer women salon-styled hair in their home. But their mission was soon mirrored by competitive brands.

When sorting through hair care #content social media channels, we discovered John Frieda needed to prove they have women’s best haircare interest in mind. And they called on (amp) to help them develop their social identity.

Mood Boards

(amp) looked to their competitor’s social channels and noticed something: They all looked the same.

They had....

A Color Scheme

A Theme

Photography Direction

An Overall Mood

John Frieda needed the same direction. We sought the following answers from the haircare brand:

What Does
Our Audience Like?

What can we learn about them based on what they like?

Who is our audience engaging with on social media?

What values does our audience get from following these other social media accounts?

And we compared those answers to John Frieda’s current social media situation.
When we got those answers, we assembled a John Frieda Social Media Guide to help exemplify the company on social for the rest of time.

Executions

Since April 2016, As a part of Leap Group’s overall business with the brand, (amp) developed a social media strategy, including Twitter, Facebook, Instagram and YouTube.

But John Frieda wanted original photography on its social channels. No stock photography here.