Campanie
General Information:
Strategic approach:
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For nearly 30 years, AVON has been an iconic name in beauty. But for Gen Z, it was often seen as their mom’s brand—a legacy name rather than a trendsetter. Our challenge? Change that perception and make AVON the first choice for young, expressive beauty lovers. Gen Z thrives on creativity, self-expression, and digital-first experiences. To capture their attention, we needed more than just a campaign—we needed cultural relevance. And what better time to engage them than summer, the season of playfulness and vibrant self-expression? Objectives • Boost Engagement: Connect with Gen Z where they spend most of their time—on TikTok, YouTube, and Instagram through trend driven video content*. • Drive Views & Share of Voice: Surpass our 2023 Summer Campaign benchmarks (23 million views) and elevate AVON’s share of voice in the makeup category (previously 3.1 percent). • Increase Digital Sales: Grow conversions on AVON’s digital brochure, designed specifically for the online-shopping generation. We built our strategy around the cultural playgrounds that truly resonate with our audience: • Gaming – With half of Romania’s gamers being women**, we integrated AVON into gaming culture, aligning with their digital habits. • Music – Partnering with iconic artist and AVON brand ambassador Irina Rimes, we infused the campaign with the power of soundtracks that define Gen Z’s everyday moments. • Makeup as Self-Expression – We positioned AVON as the ultimate tool for creativity, just like gaming and music, reinforcing its role in their lifestyle. Where We Showed Up • Social-First Approach – Engaging, thumb-stopping content across TikTok, Instagram, and YouTube. • Influencer Power – A dream team featuring Irina Rimes and TikTok stars Irina Deaconescu, Cezara Cristescu, Olivia Addams, Miruna Bogdan, plus 13 additional content creators. • Live Activation – A game act at Beach Please, Romania’s must-attend summer festival, bringing AVON into the heart of the Gen Z experience. • Seamless Shopping – A digital brochure designed for effortless, mobile-friendly beauty browsing and purchasing. This wasn’t just another campaign—it was a movement. By blending gaming, music, and beauty, AVON became more than a brand; it became a part of Gen Z’s culture. The message was loud and clear: AVON isn’t just for moms—it’s for the bold, expressive, and creative beauty lovers of today. **GWI, 2024 // ** The Romanian Association of Video Game Developers (2022) |
Execution:
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