Social media strategy - case study

1. I worked with Jamie on a website with an insanely tight deadline. She put in the hours, produced excellent work, made changes as needed. And never complained.
(In fact, she was downright cheery.) Thanks to her heroic commitment, we were able to launch on time. Jamie was a pleasure to work with, and I’d happily
Sheer Blonde Entourage
partner with her again.
Social Media Strategy
Marie MacNee
April 2010

2. Sheer Blonde Entourage ®
• To promote Sheer Blonde shampoos and
conditioners, we played on the idea that
blondes have more fun. And deserve
special treatment.
• We created banners, a Facebook page, a
YouTube contest and emails that all
pointed to the place where blondes have
more fun: ForBlondesOnly.com.

3. YouTube
• The Sheer Blonde Entourage Spotlight Contest

4. YouTube
The chance to sing with Natasha Bedingfield
• A video on the John Frieda YouTube
channel describes how to enter the “Sheer
Blonde Entourage Spotlight Contest”
• The Song tab provides music and lyrics
• The Submit tab lets contestants upload
videos of themselves singing along with
Natasha Bedingfield’s ‘Pocketful of
Sunshine”

6. johnfrieda.com
• The homepage theater drives visitors to
the YouTube contest
• Banners promote the Sheer Blonde
Entourage, which will extend beyond the
contest
• Visitors can visit Natasha Bedingfield’s site
and purchase ‘Pocketful of Sunshine’ right
from the homepage

7. We supported the microsite and YouTube contest on Facebook,
where the John Frieda® US page features Sheer Blonde

8. The Sheer Blonde Tab leads visitors to the YouTube
contest, microsite and product pages

9. Facebook
John Frieda US
• The page, which will live beyond the
Spotlight contest, promotes both the Sheer
Blonde Entourage and the YouTube contest
• A product callout reminds visitors who is
sponsoring the opportunity to sing with
Natasha Bedingfield, and drives them to
Sheer Blonde product information

10. Meanwhile...
• A sweepstakes - the first in a series of
“exclusive membership benefits” - spike
interest in the Sheer Blonde Entourage,
which would outlive the YouTube contest
• Banners, emails and the microsite promote
the sweeps. The prize: A trip for two to
New York or LA.

11. Banners promote the sweeps, link to the microsite...

12. ... and tout the benefits of being blonde

13. An email to blondes pushes to the microsite and
provides a forward-to-a-friend link

14. As does a second email for the “blonde-curious”

15. The results?
More than
87,000 YouTube
channel views
in the first 3 days

16. STAY TUNED
What kind of activity will Sheer Blonde
Entourage see as the end of the contest nears?
As the actual stage appearance approaches?
And as the sweepstakes winners are
announced?
Check back often for breaking news...