Case Study
John Frieda
John Frieda PROfiller+
Kao Corporation’s John Frieda is renowned globally for delivering transformational products that target specific style problems, for salon-calibre results you can see and feel.
4.07m+
Cumulative media reach
707.2k+
Cumulative followers
66
Pieces influencer coverage
4.07m+
Cumulative media reach
707.2k+
Cumulative followers
66
Pieces influencer coverage
Our approach
Theory Crew launched the PROfiller+ range to market, developing an approach specifically targeting women seeking hair-thickening products. We partnered with parenting and lifestyle talent, Lisa DeSanctis alongside 40 TikTok creators to create content showing before & after experiences and 'shop with me’ path-to-purchase in Chemist Warehouse.
Tier one media were invited to a hotel staycation with Elise Wilson (Are Media), Laura House (Daily Mail) and Kelly McCarren (Mamamia), enjoying a self-care moment to trial the product. 7 x quality media hits were procured as a result.
As an additional ‘surprise’ element to this campaign, Theory Crew entered the PROfiller+ Thickening Shampoo into the 2024 Prevention Hair Awards and was selected as the winner for ‘best thickening shampoo.’
Results
66 Pieces of influencer content were generated, 7 media opportunities generating more than 4 million in media reach.
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