Avon - Offline March

Information

Campaign: Offline March
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication

Background/Objectives
Strategy
Results

Background/objectives:

In early 2017, Avon turned the March celebration into a great opportunity to activate the brand in a relevant manner for the younger segments, launching a video-content platform together with Antonia. It was a fun call to action, delivered on rap beats & rhymes, telling men that helping around the house to give her more time for herself, was the real gift she’s looking for. It was a great success, so we decided to have a follow-up campaign in 2018, but with a new beat and fresh ideas for video content.

THE CHALLENGE: Make a smashing comeback for Women’s Day in 2018, with a strong insight that would turn the new campaign into the most engaging digital campaign ever made by Avon.

Strategy:

We needed to find a new tension to build our campaign around so we looked into different tensions coming from the relationship between her & him. And what came up strongest was her need to be noticed and feel desired, especially against the mobile phone and scrolling addiction that is nowadays such a disconnection factor.

APPROACH: Turn 8th of March as the perfect occasion to encourage couples to go offline and go back to holding hands, having a conversation, noticing one another.

Results:

OFFLINE MARCH officially became the most successful campaign in social media for Avon, in terms of video content & engagement, outranking the previous year success and everything done before.

OOH

Digital

Others

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