Campanie
General Information:
Strategic approach:
| Strategic approach: |
For nearly 30 years, AVON has been a beauty industry leader. However, for Gen Z, the brand was often perceived as belonging to their mothers’ generation rather than as a trendsetter. Our challenge was to shift that perception and position AVON as the go-to beauty brand for young, expressive, and creative individuals. Gen Z is deeply connected to digital-first experiences, thriving on social media trends, influencer culture, and interactive content. To capture their attention, we needed more than just a campaign—we needed to integrate AVON into the cultural spaces that define their online presence. Summer, the season of playfulness and self-expression, became the perfect occasion for this transformation. Objectives • Boost Engagement: Connect with Gen Z where they spend most of their time—TikTok, Instagram, and YouTube—through trend-driven video content.* • Drive Views & Share of Voice: Surpass our 2023 Summer Campaign benchmarks (23 million views) and increase AVON’s share of voice in the makeup category (previously 3.1 percent). • Increase Digital Sales: Grow conversions through AVON’s digital brochure, tailored for a social-first shopping experience. To achieve this, we anchored our strategy in the cultural pillars that matter most to Gen Z: • Social Media as Entertainment: Beyond just beauty tutorials, AVON tapped into viral formats like interactive content, short-form video challenges, and influencer collaborations. • Influencer-Led Creativity: Partnering with trendsetting creators ensured authenticity, credibility, and community-driven engagement. • Music-Driven Content: Collaborating with AVON ambassador Irina Rimes, the campaign fused beauty, music, and interactivity to drive virality. Where We Showed Up • Social-First Content: Highly engaging, interactive content across TikTok, Instagram, and YouTube. • Influencer Power: Featuring Irina Rimes, Irina Deaconescu, Cezara Cristescu, Olivia Addams, Miruna Bogdan, and 13 other top creators. • Live Digital Activation: Avon’s presence at Beach Please, Romania’s top summer festival, translated the campaign into a real-life experience that was amplified across social media. • Seamless Social Shopping: The digital brochure was redesigned for an effortless, Instagrammable, and mobile-first shopping journey This wasn’t just another campaign—it was a movement that embedded AVON into Gen Z’s world, reinforcing that beauty is about boldness, creativity, and self-expression. *GWI, 2024 / The Romanian Association of Video Game Developers (2022) |
Execution:
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