John Frieda primed to host live digital show

John Frieda: readies live styling show
John Frieda: readies live styling show

Haircare brand John Frieda is making its biggest investment in digital marketing to date with the launch of a live styling event that will be streamed online.

The brand will host its first Live Haircare Academy on 27 May at 1pm. The styling session will be screened live on the event's dedicated website, johnfrieda-live.co.uk.

Consumers will be able to ask salon experts questions during the session, while beauty bloggers will be able to ask questions via webcam.

The activity is being overseen by PR agency The Communications Store and digital agency Holler. Creative agency Brave came up with the concept of John Frieda Live.

Beauty bloggers have launched a series of online competitions in conjunction with John Frieda to find women to star in the live styling event.

Caroline Wilding, product and digital marketing manager at Kao Brands, which owns John Frieda, said: "For our target market we know how important the digital space is in driving deeper relationships with our consumers."

The live show, which will be presented by Grazia journalist Angela Buttolph, is being promoted via Facebook, Twitter and print ads in key titles such as Elle.

The idea for a streamed styling event was conceived last September and the brand has specially adapted a London salon to stage the show.

John Frieda aims to reach 1.3 million consumers through the campaign. Vicki Franks, marketing director at Kao, said that engaging consumers with live content is vital in the social media age. "We can connect with consumers in their homes or offices and answer their queries," she added.

The growth of live video is a trend that could have sizeable implications for brands.

Speaking last year Sean Parker, co-founder of Napster and the inaugural president of Facebook, said live video is the one of the most significant social opportunities. He said live video will evolve into a format "along the lines the internet hasn't yet seen".

IN MY VIEW - EXPERT COMMENT

Andy Kinsella, Innovation director, glue Isobar

It was inevitable that live streams and interaction would become part of a brand's offering in the digital space.

Target's 'Kaleidoscopic Fashion Spectacular' was the first to grab my attention with a huge outdoor fashion show streamed into its Facebook page.

Coca-Cola upped the ante with its Maroon 5 24-hour live broadcast. The band tinkered away in the studio while fans tweeted in their feedback.

Online video will continue to grow. The key, as always, is to get the content right.

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