Campanie
General Information:
Strategic approach:
| Strategic approach: |
Context Avon, a leading beauty brand for nearly three decades, faced a significant challenge: it was perceived as a "mom’s brand" by younger audiences, making it difficult to engage with Gen Z. In a market where small, progressive beauty brands were gaining traction, Avon needed a fresh and innovative approach to capture the attention of young women passionate about self-expression through makeup. Challenge The primary challenge was repositioning Avon as a vibrant, trendy, and relevant brand for Gen Z. This audience spends most of their time on digital platforms, particularly TikTok and Instagram, where music, gaming, and interactive content are integral to their daily lives. The challenge was to create a campaign that seamlessly integrated these cultural touchpoints while maintaining brand consistency. Objective Create buzz around its summer makeup collection, emphasizing bold and colorful palettes, and to engage with Gen Z through their preferred digital platforms and content formats. The campaign aimed to increase brand relevance, reshape perceptions, and drive digital brochure sales while boosting online traffic. Strengthening Avon’s market leadership by increasing its share of voice (SOV) in the beauty industry was also a crucial goal. Approach Avon adopted a holistic, culturally relevant approach that combined influencer marketing, interactive content, and music integration. The campaign was structured around four phases—Awareness, Consideration, Conversion, and Post-Buy—leveraging key Gen Z interests such as music, gaming, and beauty tutorials. By gamifying a music video and integrating influencers as brand storytellers, the campaign successfully embedded Avon into Gen Z’s digital lifestyle. |
Execution:
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