Campanie
General Information:
Strategic approach:
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As a top beauty brand championing the market for almost three decades, one of Avon’s main barriers was to become more relevant to Gen Z. But how could Avon, considered “mom’s brand” by these women, compete for their attention with small, progressive beauty brands? Challenge accepted! Our aim was to engage with mainstream young women in the most playful season – the summer – through branded content that would speak to them on a cultural level. Objectives: • Create innovative branded content that engages with our audience in digital • Engage with our audience through the most relevant type of content - video content on Gen Z driven platforms: Tik Tok & YT. Achieve a higher number of video views compared to 2023 Summer Campaign (23M) • Increase SOV compared to previous year Summer Campaign (3,1%) + Avon 1st among make-up branda in SOV • Increase sales on the digital brochure compared to 2023 summer brochure (digital brochure = a sales channel created for younger generations’ needs) Audience: Gen Z mainstream Romanian women (18-27), living in urban areas, with medium and medium to low income. They are passionate about make-up and use it as a form of expression. Tik Tok and IG are the main platforms they spend most of their time on*. Their main interest is music (76,5%)*, which accompanies them in all their moments, just like a soundtrack for their life. Music is a central theme for their time spent on Social Media, a friend they take on their commute, an emotion amplifier for their experiences. Gaming is a main form of entertainment for Gen Z, with half of Romanian gamers being women**. *GWI, 2024 // ** The Romanian Association of Video Game Developers (2022) Strategy Our strategy was to create a brand story of playfulness mixing AVON’s colorful & positive identity with cultural territories relevant to Gen Z in the summer context. We tapped into Gen Z culture through gaming + make-up (the most playful beauty category) + music (Gen Z top passion) The campaign cultural narrative needed a digital-first strategy approach to engage Gen Z through interactive, visually driven online experiences. Channels: - SM: YT, Tik-Tok, IG - brand ambassador: Irina Rimes - Influencer squad - influencers killing it on Tik Tok and IG: Irina Deaconescu, Cezara Cristescu, Olivia Addams, Miruna Bogdan + 13 content creators on Tik Tok - digital brochure on avon.ro - game act at Beach Please, THE festival for youngsters |
Execution:
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