With consolidated external sales of 2.67 billion euros in the 2017 financial year, Hubert Burda Media grew by 18 percent over the previous year.
More than a hair color: What distinguishes blonde women, what secrets they have and how brand communication can address this – this is what John Frieda shows with BCN, using the central theme “Blonde Secret”. Burda’s marketer has developed a creative campaign for online and print media for the “Sheer Blonde” range of hair care products, based on insider information and the right timing to reveal a beauty secret. The campaign focuses on special moments in which a perfect shade of blonde is particularly important to consumers. They receive information on hair care secrets and tips for their personal needs on Burda’s platforms. The main idea was created by Burda’s content studio b.famous; the responsible media agency is Starcom.
The aim was to display the campaign at relevant moments at which a potential consumer is open to the message. The formats address “Now I would like to look especially radiant” situations before big events like weddings and festivals, as well as after a summer trip, when a consumer is actually looking for insider tips. The campaign not only appeals to users and readers in their environment, but also does so individually and particularly effectively. John Frieda has chosen three so-called “receptive moments” for native advertising specials on the platforms of Instyle.de, Bunte.de and Freundin.de. The brand’s Facebook channels also display eye-catching content related to wedding and holiday themes, as well as to suitable hair care to shine at important events or in daily (working) life. It includes tips and tricks for the types „Beach Blonde“, „Repair Blonde“ and „Wedding Blonde“.
While the digital implementation started at the end of April, the print versions of Instyle, Bunte, Elle and Freundin have been accompanying “Blonde Secret” with matching content ads since July. These reveal the secret of how to create a suitable blonde hair color for specific types and situations: from blonde to blonder, from dull to shining and from damaged to restored hair.
“We’re very happy with the result. The measures proposed have fitted our campaign idea very well and have helped us present our brand to the right target audience at relevant moments”, says Armin Haery, marketing director D/A/CH John Frieda, Guhl & Biore.
„Individualization is increasingly gaining in importance in brand communication. What is most effective is what corresponds to consumers’ needs and their current situation in life. ‘Blonde Secret’ and addressing ‘receptive moments’ allows us to get close to our readers and users and appeal to them personally and authentically, in a way that particularly inspires them. We’re very happy about an average length of time spent on sponsored Facebook posts of more than two and a half minutes. This shows that our brands are strong environments that give the situational effect even more momentum."
Michael Samak, director of BCN