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Media Republic drives +50% sales lift for John Frieda's Violet Crush with digital-first strategy
Opportunity:
With brand sales in decline, John Frieda identified an opportunity to reassert its relevance and capture attention in a saturated haircare market. Media Republic was engaged to help reignite brand momentum with a bold digital-first launch.
Strategic Insight:
In a competitive category filled with similar offerings, standing out means connecting emotionally and visually, especially with younger consumers who seek expressive, standout products. The campaign needed to energise the brand with creativity as bold as its audience.
Our Solution:
Media Republic launched Violet Crush with a precision-targeted digital-first strategy designed to capture attention and convert demand. The approach focused on high-impact creative and continual optimisation across:
Meta, YouTube, BVOD and programmatic display
Women aged 25-54 with interests in beauty, haircare, and bold personal style.
A creative test-and-learn framework to maximise campaign effectiveness.
| +50% Increase in SKU category sales |
15% Reversal of decline in total brand sales |
+6.6% Brand household penetration |
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