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Moving to digital first awareness
Business Challenge:
John Freida hair products were facing a significant decline in sales (-16% YOY). The challenge was to reverse this negative sales trend and reinvigorate the brand’s market presence. Violet Crush provided a new product launch and an opportunity to address the broader decline across the brand.
Insight:
Our growth market for the business are digital natives. Digital first awareness and impact will drive brand loyalty and sales.
Solution:
Our 12-week digital-first strategy encompassed display, YouTube, Catch-up TV, social & search. Violet Crush was the hero throughout the activity.
| +50% Increase in SKU category sales |
15% Reversal of decline in total brand sales |
+6.6% Brand household penetration |
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