Avon - Time from your own time
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In a market that is becoming increasingly dynamic and segmented, Avon needed to find new ways to shake off the “dusty brand” perception and increase the brand appeal among the younger consumer segments.
Strategy:
To stir up a conversation and drive engagement among younger consumers, Avon needed to come up with a type of content that would be more entertaining and relevant for them. Because of their low interest in the brand, typical advertising was not delivering the expected results. So we created a new format in order catch their attention - DIY tutorials delivered on rap beats by a surprise guest: Antonia.
Results:
The campaign managed to engage the young target reaching record results in terms of organic viral rate, video content viewership and engagement.
Radio
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