John Frieda

Blue Wheel’s client, John Frieda, was preparing to launch the Frizz Ease Blowout Spray as a TikTok Shop exclusive product, aiming to boost awareness, increase GMV, and drive sales through affiliate marketing and paid media. The primary challenge was orchestrating the launch and scaling of a TikTok Shop campaign for an enterprise brand’s new product within a tight 90-day window. This was our opportunity to showcase how partnering with affiliates can directly impact brand awareness and fuel sales for its new product.

The Problem

The John Frieda brand wanted to scale on TikTok Shop, a platform based on content supply and fueled by authentic creator content. Product launches, particularly when combined with affiliate marketing, have historically proven to be demanding for TikTok Shop brands. Reaching out to thousands of affiliates, vetting and selecting the right creators, and aligning with the client’s goals added complexity. The effort required a careful balance of time, strategy, and collaboration for success.

Action Items

Blue Wheel’s blend of affiliate marketing and strategic advertising campaigns led to boosted product awareness, significant organic engagement, and continuous sales growth. We ran Video Shopping Ads for various John Frieda products before the Frizz Ease Blowout Spray launch. After the launch, we shifted to a GMV Max campaign centered on the new product, resulting in a significantly higher GMV on TikTok Shop.

‍

The Challenge

The Process

‍

01

Pre-Launch Creator Engagement

Blue Wheel conducted affiliate outreach before John Frieda’s Frizz Ease Blowout Spray launch.

‍

02

Affiliate Reactivation

We identified the top-performing creators from the initial outreach and re-engaged them upon launch to ensure strong initial traction.

‍

03

Tiered Commission Strategy

A performance-based payout structure was implemented, incentivizing top affiliates with higher commissions based on sales performance.

‍

04

Data-Driven Insights & Communication

We utilized weekly reporting and metric analysis to showcase how authentic, high-performing creator content resulted in higher engagement and conversion rates.

‍

The Solutions

Since John Frieda's Frizz Ease Blowout Spray was a TikTok-exclusive launch, Blue Wheel leveraged affiliate marketing to create organic buzz before the product hit retailers. This approach ensured that creators could organically promote the product, generating authentic engagement and word-of-mouth hype before paid media amplified its reach.

‍

Blue Wheel implemented a dual-pronged strategy to reach the brand’s key objectives and drive meaningful results. First, we engaged thousands of creators to create widespread awareness for the product. Next, we identified and focused on top creators in the beauty space to introduce the product to highly engaged, relevant audiences.

‍

John Frieda

John Frieda

Results

+6.88M

+1054%

1,148

Results

+6.88M

+1054%

1,148

Services

The Problem

The Solution

Action Items

The Challenge

The Process