TORONTO — ET Canada and hair care brand John Frieda announced its partnership has been renewed for a third year, with ET Canada host Cheryl Hickey (pictured at right) continuing her role as national brand ambassador.
ET Canada’s news release says the campaign will include in-store promotions and a roll-out of custom content pieces to be used both on air and online. The campaign kicked off last month on ET Canada in the first of four RSVP Beauty tutorials with Cheryl Hickey taking viewers along as she got red carpet ready for the Screen Actors Guild Awards, which took place January 19.
As part of the campaign’s in-show strategy on ET Canada, the in-show beauty segments will feature Corus Entertainment’s Kin Community Canada’s digital lifestyle creators, with each creator working to recreate a trending style, while showcasing the steps and John Frieda products needed for viewers to recreate the trend at home. Among Kin Community Canada’s roster of digital creators to be featured on ET Canada is Samantha Jane (pictured on the left).
Corus Entertainment, ET Canada’s parent company, won the Best Media Company award for its work with the John Frieda hair care brand at the 2019 Media Innovation Awards. The John Frieda brand has also renewed Corus’ full-service, social digital agency so.da as their social agency of record for the second consecutive year, the release says.
