Avon, a 130-year old brand, has always stood with beauty with a purpose. It has always been at the forefront of supporting the women and causes that matter to them. With an ageing representative population, Avon was considered a brand for the bygone era. The brand needed to reinvent itself to reach out to millennials through a well-conceptualised digital marketing strategy that engages them successfully. The brand chose Pulp Strategy to achieve this goal. Today's biggest impediment for any personal care & beauty marketing brand is the lack of social media presence. Avon was facing the same problem. As the brand was not there on social media, wherein most millennials are there nowadays, it was difficult to reach them. In line with this, we created its social media presence and created youth-centric content to build an engaged millennial community. We adopted a mix of micro and macro influencer strategy to connect our audiences with leading content creators. To meet the brand’s season marketing prioritises and product launch plans, we launched disruptive marketing campaigns. Moreover, we launched Pariniti Chopra as the Brand Ambassador for the Avon True range, tapped the immense potential of Augmented Reality (AR) for the Feel Your Best You campaign, coined the name Intense Talk to promote the newly launched range of Intense Deodorants and made the most of social media for the Avon’s Breast Cancer Awareness campaign. Watch the video below to find out more.
Results
Our carefully planned digital media strategy enabled Avon to emerge as a brand that youth can relate to. The virtual launch of Pariniti Chopra as Avon True Brand Ambassador generated 1.8 million views. The first Intense Talk Session featuring Karan Wahi and Jennifer Winget, and DJ Nina Sarkar got 0.36 million views. While the Avon Breast Cancer Awareness campaign received 0.50 million impressions.
