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Campanie
JM
Each year Avon looks for surprising ways of celebrating women during 8th of March. Since 2017 we launched a celebration platform called “Time from your own time” and because of its great success, we were looking to have a follow-up campaign under the same umbrella in 2018.
Time from your own time” was a video-platform (created together with Antonia) that initially started as a series of tutorials dedicated to men on how to do the chores around the house, so their beloved ones can enjoy more spare time.
It was a fun & humorous call to action, delivered on rap beats & rhymes, telling men that the best gift they can get for her is giving in some time and share the burden around the house.
In the end, the powerful insight and the outstanding execution lead us to the most awarded campaign for AVON Romania, but also with the biggest reach for a brand equity campaign…

This year, in 2018, the brief asked specifically from us:
Refresh the image of the AVON brand by building on the cool & modern brand attributes in online focusing on a challenging audience: 18 - 35 y.o., beauty enthusiasts segment.
Outrank the previous year’s campaign in terms of video views & engagement (likes & reactions, comments, shares), knowing that the first campaign was the most successful social media campaign since the launch of Avon on Facebook:
Deliver more than 1,8M video views on YT & FB with at least a 40% organic reach;
Generate more than 16,500 reactions on social media;
General Information:
Strategy:
Strategy: We aimed to deliver uncomfortable messages in an engaging way that would naturally relate to younger audiences in order to fight the perception barrier that was starting to take a worrying shape (late(r) gratification and unnecessary interaction was seen as a bit of a hassle for younger generations).

Time from Your Own Time campaign (2017) offered us the strategic idea platform for 8FFLINE March: Time seen as the most valuable gift to be offered on Women Day. It only opened us the path to discovering new pains echoing with our targeted audience. The research lead us to one of the most actual issues affecting the quality of our relationships: our overexposure to the digital environment.
We’ve integrated them both in whole digital activation build as a manifesto for authentic relationships.
INSIGHTS:
62% of Romanian smartphone users are active on these mobile devices between 2 and 6 hours/ day, according to the study "Mobile Devices Usage in Ro, 2017".

2/3 of respondents say that, from the moment they wake up and the time they will check the mobile device, will pass under 30 minutes.

For 29% of respondents the morning routine starts with checking the mobile device, before breakfast and sometimes before even washing their face.

Only 45% of Bucharest inhabitants living together with a partner are hugging or kissing him in the mornings during the week (Ikea Report, Life at home).

THE TARGET
CORE TARGET: USERS
Women 18-35 y.o. – active, dynamic, who want to be seen & appreciated, heavy digital users, passionate about their appearance & beauty products;

INDIRECT TARGET: MEN
Her lover and partner in life;

SECONDARY TARGET: AVON REPS
The Avon representatives network – women of all ages, from rural & urban areas;
Execution:
Images:
Video Link: