John Frieda wanted an influencer-led campaign that was optimized for social and online, but that could also drive IRL engagement and PR buzz. They wanted to convey the clear problem-solution their hair products address.

The campaign was built to promote the Hot Hair Hotline, a real-world engagement engine. It activated the Nader Sisters with each sister calling indluencer/celebrity, Brooks Nader, to solve their hair problems. It lived online, IRL as a real hotline and drove engagement with the media around NY Fashion Week.