January Fashion Show
John Frieda Hair Care is a trusted brand of hair products. The organization’s most famous line is Frizz Ease, but their hair coloring products such as Sheer Blonde, Brilliant Brunette and the Radiant Red are also very popular. What makes John Frieda unique is its product innovation. The organization works together with John Frieda Salons and John Frieda House of Experts to develop the perfect products for hair that is visibly beautiful to touch.
For its many fans, John Frieda has developed the Elite members club. Members of this club enjoy extra advantages such as styling tips, exclusive discounts, movie premieres, exclusive parties and places on the guest list for fashion shows.
Fashion show
On January 21, 2014, John Frieda organized a fashion show as part of a product launch of the renewed Frizz Ease line. The press was invited to the exclusive show in Amsterdam. On January 31, an online fashion show from 8:00 to 9:30 pm was available exclusively to fans that registered. This show was a compilation of the fashion show held on January 21.
The purpose of John Frieda’s online fashion show campaign was to generate as many registrations as possible for the online fashion show. This, so that many fans could learn the possibilities of the new Frizz Ease. Besides generating a great number of registrations, the goal was also to recruit new Elite members.
Campaign
John Frieda invited fans to its exclusive fashion show via online campaigns. An important part of this campaign was the email that OMG created, which was sent to all John Frieda ambassadors (consisting of its own Facebook fans and email members). This email was an invitation to register to view the exclusive film.
After registration, you could invite friends to watch the fashion show via the ‘Tell a friend’ option. OMG built this function into Tripolis so that the ‘Tell a friend’ emails were also sent via Tripolis. The invited friends not only had the opportunity to register for the show, but they could also sign up to be an Elite member, in order to always keep up-to-date with John Frieda.
At 8:00 pm on January 31, the guests were able to, after logging in, view the exclusive video on the landing page of OMG. After watching the video, each guest received a digital goodie bag with a discount coupon from Wehkamp.nl. There were also 10 John Frieda packages given away among the participants.
Results
The campaign generated a total of 4,070 registrations for the fashion show. And 20% of the guests also applied to be Elite members.
The open rate of the ‘Tell a friend’ mailings was extremely high at 63.8%. Of the 20.8% who clicked on the link, 36% registered to view the exclusive video.
About Online Marketing Group
Online Marketing Group (OMG) provides full-service and email campaigns, and it has the largest corporate (B2B) and consumer (B2C) email database in the Netherlands. With more than eight million opt-in profiles from over 120 exclusive titles, including leading publishers such as the Telegraaf Media Group, Sanoma Media Netherlands and the SBS Group, OMG is a market leader in the field of email marketing. All of OMG’s campaigns are implemented and sent at the target group level, based on the title under which the recipient has registered for partner mailings.
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