AVON BRAND CAMPAIGN 2022
An integrated, 360 campaign, driven by the purpose of value expression.
The task was to communicate AND demonstrate the efficacy, affordability and high quality of Avon beauty products and the relevance of the brand within the South African market.
The message is simple:
#ChooseAvon for affordable, high-quality aspirational beauty available to all.
THE EXECUTION
The campaign was rolled across ALL platforms and touch points within the business.
From consumer facing channels such as social media, linear tv and digital streaming to the Avon On app for business, CRM and PR.
The #ChooseAvon message was not just a campaign driver for brand, but was translated across all sub brands and products, each with their own strong claim and proof points.
The message was seen and heard in every piece of communication in a way that resonated with the audience, and resulted in true impact and conversion for the brand as well as the consumer, but most importantly resulted in revenue increase for the Avon representatives.
From consumer facing channels such as social media, linear tv and digital streaming to the Avon On app for business, CRM and PR.
The #ChooseAvon message was not just a campaign driver for brand, but was translated across all sub brands and products, each with their own strong claim and proof points.
The message was seen and heard in every piece of communication in a way that resonated with the audience, and resulted in true impact and conversion for the brand as well as the consumer, but most importantly resulted in revenue increase for the Avon representatives.
AVON's SOV within the beauty category shot up to the top two within months and a brand engagement increase of up to 200% was seen across all digital presence.
Along with our micro & macro influencer network and a conistent, strong digital campaigns, the brand message spread like wildfire.
AVON competed with the likes of Revlon, Estee Lauder, Nivea and more, and knocked it out of the park.
Along with our micro & macro influencer network and a conistent, strong digital campaigns, the brand message spread like wildfire.
AVON competed with the likes of Revlon, Estee Lauder, Nivea and more, and knocked it out of the park.
THE PROOF IS IN THE PRODUCT
Some examples of the expression of value narrative through product campaigns...
PROJECT/S ROLE:
Creative Director (Art & Copy)
Creative Director (Art & Copy)
