John Frieda creates bespoke user films based on Instagram algorithm

John Frieda's Shades of Me campaign

John Frieda’s Shades of Me campaign

British haircare brand John Frieda is focusing on personalisation in its latest campaign; using an Instagram algorithm that analyses hair colour and social media expressions to generate custom video stories for its fans.

A collaboration with creative agency Brave, the bespoke “Shades of Me” films aim to show what individuals’ hair colour and Instagram feed say about them.

“Your Instagram feed is a curated, beautiful visual depiction of your unique style and self expression. Colour is a powerful part of this; from the pictures you take and filters you use, down to the locations you take them in – the colours you gravitate toward are what makes you, you,” reads the write-up from the team.

John Frieda's Shades of Me campaign

John Frieda’s Shades of Me campaign

To achieve it, users simply select their hair colour and grant the site permission to its Instagram or Facebook photos. The site then highlights two key colours the user associates with the most and relevant John Frieda products for that lifestyle.

The custom film alongside also picks out keywords that relate to them: “You are a bold, cool, original, warm ombre,” for instance. Or: “You are a deep, refreshing, admirable, rich brunette”… Those words are laid over footage of both their own shots and

It also then provides them with footage of both their own shots and a selection from over 100 video close-ups of lifestyle, fashion and beauty moments created by the company.