Starcom MediaVest Group - AVON BLACK FRIDAY
Category: Best Performance Campaign
Year / Domain / Status: 2015 / Cosmetics / Winner
In 2014 online shopping started to shift from male dominated phenomenon (IT&C driven), to a more balanced share of men vs women e-shoppers. The trend was fueled by clothing e-retail, with 2014 being first year when clothing overtook IT&C as number of orders (Source: Daedalus Millward Brown e-commerce study, February 2014). However, cosmetic shopping was still made mainly off line and we needed a strong boost to change our target audience behavior, determining them to buy Avon cosmetics online. As Black Friday is THE most important and expected e-shopping moment of the year, with increasing awareness from year to year (in 2013 the awareness of Black Friday increased with 80% vs. 2012 and 57% of those aware intended to buy something - Source: Black Friday study prepared by Daedalus Millward Brown for Emag in 2013), it looked as the best trigger to generate the impulse buying needed to convert women to online cosmetics' buyers. One single initial order would turn them into new e-customers, which could be later on re-marketed for retention and repeated purchases on line. In 2013 most of Black Friday purchases focused on home appliances (44%), IT&C (30%) and electronics (24.3%) (Source: Black Friday study prepared by Daedalus Millward Brown for Emag in 2013). Avon recognized both the opportunity of being the first cosmetics e-commerce website embracing Black Friday as well as the challenge of being relevant in a clutter of durables and high value goods promotional offers and decided to embark on this bold attempt, as its last chance in the year to deliver on the undertaken e-sales objective.Execution:
77% of on line users research on line before purchasing a product, despite the fact that only 33% do the actual purchase on line. In 71% of cases, research on line is very close to product purchase: a matter of moments, hours or at most days. (Source: Google Consumer Barometer 2014). Considering this general behavior, the fact that 65% of our target had a Facebook account (Source: SNA Focus Jan’12 – Dec’13 Data) and the high e-commerce sales business objective, entire media strategy was focused on a performance campaign having as central elements Facebook, Google Search and affiliate marketing (display & e-mailing were used secondary). On Facebook we used category ads (newsfeed and Mobile ads targeted on interests: beauty, cosmetics, fragrances, fashion, shopping, gifts), remarketing (tracking visitors behavior on www.avon.ro and delivering ads with customized offers) and custom audience (targeting those who before Black Friday requested a promo code on www.avon.ro in exchange of their e-mail address). On Google based on real time expression monitoring, the bidding started on general words related to each category of focus (e.g perfume), we identified the expressions with highest Google search volumes (e.g. women perfumes; Avon perfumes; promotional offers) and in order to maximize conversion rate and diminish the cost per conversion, we bid the exact match for that expressions (e.g. Cherish perfume). For improved Google ads visibility, we used ad extensions showing extra information by “extending” usual text ads and ensuring a competitive advantage (in case of two competing ads with the same bid and quality, the ad with greater expected impact from extensions will generally appear in a higher ad position than the other). Based on dimensions function, we noticed that most of conversions were realized in the evening, therefore our ads were the first in evening bidding. Black Friday campaign highly involved affiliates as it was seen as a good business opportunity.