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The campaign “Avon Nutra Effects – #48BeautyHours” changed the way customers look at their cosmetics, as well as the perception that it could only make them look beautiful on the outside. The campaign was executed on the occasion of the launch of the newest Avon discovery – a series of body care products with seeds – almond, chia, and flax seeds.
Before the product launch, the brand faced two major communication problems that the campaign had to address: the lack of credibility among consumers in terms of body care and the bigger issue – women often forget about themselves and their needs, caught up in what is going on around them. This of course damages their confidence.
We had to not only position the new cosmetic line and raise the sales in “Skin Care” category by 30% but also to position Avon as a trusted advisor of the customers that offers useful advise for both outside and inside care and thus brings back the confidence in women.
To create the image of the perfect consultant we built an innovative multichannel campaign that talked to the customer on 3 different levels – through media, through popular beauty influencers and directly. Each stage of the campaign used the newest functionalities of the digital world and new mechanics to deliver the information. We aimed to educate on the main advantages, inspire with attitude towards the inner beauty as a focus and give voice to all women that found balance through this campaign.
To make customers believe in our advice, we had to show them it really works. And how can we do that? Challenge their influencers to try our advice and recommend them because they believe in them and not because they are told to!
We focused on the advantages of the product – it’s organic and maintains beauty for 48 hours. These were the key arguments in every piece of advice that Avon gave in order to build strong connection between the messages and the brand.
1st phase – Teaser
Building connection between the advantages of the ingredients and Avon as an authority. We focused on the everyday usage of each seed and challenged the beauty influencers to do it. And because beauty gurus love to be teased, we developed personalized locked landing pages for each one of them. We combined them with 4 beauty packages – one for each ingredient.
Each package also contained an individual link to the personalized landing page with a personalized message for the influencer. There we uploaded various articles and recipes with a main hero – the ingredient. The page was updated with every next package in order to keep the information up to date. The recipients had 48 hours to get to know the ingredient before receiving the next package. The 4th package revealed the products and invited the influencers to a beauty event.
2nd phase – #48BeautyHours
As we had already made the most famous beauty gurus believe in Nutra Effects, we were ready to launch the line for all end customers. Every hour 7 beauty influencers posted a total of 48 Facebook posts with #48BeautyHours hashtag. Each post gave advice or example on how the product, the nature, or smart healthy habits help us feel and look beautiful. To start and finish the second phase we used the most innovative Facebook functionality by that time – live videos and became the first company to organize a simultaneous live stream start of its campaign. The bloggers announced the campaign via simultaneous live streaming in Facebook.
Within 48 hours we published a total of 48 posts. Each post delivered our key message: Women can feel beautiful on the inside and on the outside – anytime and anywhere, thanks to nature. The campaign finished with simultaneous live streamed challenge to end-customers, which took them to a 48Hours landing page. We asked them to reveal their way of feeling beautiful – 3rd phase.
3rd phase – Customers’ turn
The final phase gave our customers the chance to continue spreading the knowledge Avon and the beauty influencers shared. We developed a landing page for customers that turned into a custom forum, full of beauty advices. Every visitor could share their beauty secrets and tricks that made them feel beautiful. And Avon was there to answer each question – not as a brand, but as a consultant.
Increase of 31,4% in sales in “Skin Care” category
The #48BeautyHours hashtag challenge reached more than 41 600 people and the customers landing page collected more than 3400 skin care advices
ROI of over 5 times and a total average of all publications of 200 000 EUR