Avon

Brand Amplification
Prepared by Arnab Bhattacharya
Campaign Objective

Avon True is a mass range of cosmetics targeted at women 22 - 35.

Campaign Objective is to make the brand aspirational for millenials.

Avon has been a slow adopter of digital as traditionally it has been selling its products through representatives.

To create positive perception about AVON as a unique, classy and purpose driven brand that is used by woman with key message
beauty is the journey, empowerment is the destination.

To increase brand awareness of AVON through digital and offline activity that integrated with Beauty Journal channel on Sociolla and
BeBeautiful

To further strengthen AVON brand image as the iconic, elegant and high performance make-up brand who make Indian women looks
gorgeous and fierce and helping them achieve independence through economic advancement.
Our Task

“Build integrated communication

campaigns through Beauty Journal
utilizing Sociolla & BeBeautiful asset
and management”
Target Group

Female, 25-35 yo SES AB

MODERN. URBAN.
SOCIALIZE. ACTIVE.

TRENDSETTER
ROLE MODEL. BEAUTY JUNKIES

DIGITAL SAVVY
Insightful Digital Outreach
Challenge
Breakaway from the clutter and create
noise for the promotion of the product
line - Avon True
Our audiences need to actively share
and explore about the new upcoming
things on the IG feed and Online Store
to engage with the brand
Insight Solution
- Organised a Digital Launch via
● Women love makeup
Pre-Order page in Sociolla
● Women like to talk about all
- We involve beauty and lifestyle
things pretty
influencers to engage target
● Women love about NEW
audiences join and buzz the 9
TRENDS
days of MakeUp Challenge
● They don’t like discussing the
thru Instagram using
last year products
#MeAbsoluteCULT
● They love SHARE
- #MeAbsoluteCULT brought
● They love INSTAGRAM
out the brand necessity to
● They love to explore
showcase their daily routine
● They love to be challenging
looks
Campaign Strategy

Tools: Tools: Tools: Tools:

Influencers and Pre-order Page, Video Series, Sales on Sociolla
Social Media In-store Activity, Video Event And
Private Event AVON’s Online Shop
Strategy Overview

Personalisation
Conveys key benefit of customized line with options for any consumer

Stage 1 - General Awareness

Sep 3 - Oct 3

❏ The influencers meetup “a Convention of #MECULT”

❏ 9 Days of Make-up Challenge #MEAbsoluteCult
❏ Pre-order Product Page Digital Launch

Stage 2 - The Avon Invasion

Oct 3 - Jan 3

❏ In-store beauty activities by Sociolla help women find their perfect looks with makeover!
❏ Work with celebrities and local influencers to create popularity among targets
❏ Inspire targets, post their AVON customizing experience on social media
❏ Hosted private parties during the holiday season on #MEBeautyBus
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
Convention of #MECult - Influencer Meetup

What?
#MECult event will begin as a private meetup and gathering of assigned
beauty / lifestyle influencers to announce the promotion of AVON True
with the trigger start from 9 days makeup challenge on Instagram

How?
A luxurious tea party organise at the secret place to recognize of AVON
True product series, sharing session with our 9 niche beauty / lifestyle
influencers and spread their own version of 9 days makeup challenge

Impact Result
Over 60 images of the event and products will shared on Instagram by
our influencers using #MECult, The Influencers started the
#MEAbsoluteCult Challenge
Convention of #MECult - Influencer Meetup

Theme Audience
Victorian and Edwardian dress 9 beauty and lifestyle influencers

Place Hashtag
St Regis/Jio World Garden, Mumbai #MECULT and #MEAbsoluteCult
Pragati Maidan, New Delhi
Convention of #MECult - Influencer Meetup

PROVOKE

1 2 3

BFA’s/Select Influencers BFA’s/SI post a declaration

get the secret invitation to BFA’s/SI attend the event, as a part of #MECult on IG
join a Convention of recognize AVON knowledge, and start challenging their
#MECult take a pics then upload on followers to join
on private party IG with #MECult PROVOKE 9 Days of Makeup Challenge
with #MEAbsoluteCult
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
9 Days of Makeup Challenge - #MEAbsoluteCult

Why 9 Days of Makeup Challenge?

Avon thinks that women has 9 days to beautify themselves form a habit. The
way they look, things they say and do are pretty amazing with discover 9 days
of the ideas makeup looks challenge

How?
For 9 days, influencers on instagram post pictures of what inspired them in the
list that generate on Avon pre-order product page on Sociolla and engage their
followers to participate as well

Result
We selected 9 luckiest people who successfully participated in the challenge
and recognize them on Avon’s instagram as a part of the Avon’s Cult. They will
get a chance to join the private party and meet with Aditi Roy Rao Hydari
(Avon’s India Brand Ambassador)
9 Days of Makeup Challenge - #MEAbsoluteCult

They write down the list that will be They take a picture of the look from The recap of all looks will be shown on their
generated on AVON Pre-order list of challenge and share it on IG instagram feeds over the 9 days and also
product page use #MEAbsoluteCult show on AVON pre-order product page
9 Days of Makeup Challenge - #MEAbsoluteCult

ENGAGE

1 2 3 4

Select Influencers post their Target Audiences visit After that it will generate Audiences share and
own version of pre-order product page become a beautiful spread on Instagram
9 Days Makeup Challenge to fill in their version of visual note with list that using hashtag
#MEAbsoluteCult and direct 9 Days Makeup show #MEAbsolute Cult
audience to visit landing page Challenge 9 Days of Makeup ENGAGE
Challenge
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
Pre Order Product Page - Digital Launch

Goal
Attract target audiences with digital activation to convert as our
potential customer with create interest and buzz using pre-order
customize product page

Strategy
• Interactive page displays product images series
• Personal experiences, what consumer are most passionate about
upcoming trendsetter thing
• Provide a sustainable competitive advantage and establish AVON
as a role models through technical innovation and integrated
channel on Sociolla
• Be remarkable from delivery the extraordinary experience and
gets consumers talking

How ?
Landing page for pre-campaign 9 Days of Makeup Challenge and
Pre-order Shopping System
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
 Pre Order Product Page - Digital Launch

Menu Bar
This section consist of action button drive to Home, Pre-order and Discover

Main Banner
This section will display the upcoming products that launch for AVON True
product series to attract the interest of audiences

Tagline
This section will display the tagline from AVON True

Contest Section
This section will display the invitation to target audience join the campaign
activity
Pre Order Product Page - Digital Launch
Pre Order Product Page - Digital Launch
Pre Order Product Page - Digital Launch
Pre Order Product Page - Digital Launch
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
Sponsored Editorials - Beauty Journal

GOAL : Place AVON content and

advertisements in front of Sociolla
targeted audience

Increase awareness of AVON

products among those with an
interest in cosmetics or beauty

Display specific content as

recommended post for audience

Video journal to the appropriate

audience to increase engagement

Freq pageviews +100,000 reach/mo

Sponsored Editorials - BeBeautiful
Sponsored Editorials - BeBeautiful
Sponsored Editorials

Tips & Hacks Beauty Guide Product Review Top Picks

Content Pillars

Emotional Benefits Product Benefits Consumer Benefits Product Attributes

Digital Strategy for Launch

GOAL : Increase awareness of AVON new

product line, engage with consumers and
drive traffic both in-store and online

Capture mass awareness,

remarket/retarget from web traffic

Drive direct conversion rate by

launching innovative content

“Always on” approach to Facebook and

Instagram boost awareness. Front-load
awareness campaign in the first month
of the launch time
Main Banner

Main banner placement on

Sociolla homepage with 1
million pageviews driving
traffic of visitor to reach
AVON True product page
Newsletter

Newsletter blast directly to

1 millions of Sociolla
subscribers that give target
audience interest with
native ads and attractive
visual
Campaign Banner

Campaign Banner on
Sociolla homepage direct
consumer to visit article on
Beauty Journal site
Social Media
Contents

Create Instagram contents

with one theme visual -
different angle that represent
characteristics and secrete
messages by Avon True.

We create Instagram contest

with exclusive package
products prize
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
15 Minutes AVON TRUE Makeover Box Goal

GOAL : Create engaging live experiences and

attractive activity that increase awareness, drive traffic
and influence consumer perception of brand

Target : September

Participants : Female, 25 - 35 yo 10 -
30 people / day

Location : Inline with Pop-up booth

AVON or 5 malls in JKT

Gimmicks : Special package product,

wheel of fortune raffle, photo contest
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
Video AVON The Creators

GOAL : Tell the story of AVON through voice of an

influencers / creator to raise brand identity and reaches
more millennials by using Sociolla youtube channel

Target : October - November

Quantity : 2 videos per month

List of Creators :

Kritika Khurana, Ankita Chaturvedi,

Santoshi Shetty, Gia Kashyap, Naina
Ruhail, Shalini Chopra, Lana Rose,
Kusha Kapila, Dolly Singh, Jinal Joshi,
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
#MEInvasion Avon Beauty Bus

GOAL : Raise awareness AVON from the beauty

truck to be a center of attention in the city, the bus will
travel around Mumbai and Goa, aired live on social
media.

Target : November - December

Participants : Female, 25 - 35 yo 30
Influencers or Celebs Meeting

Meeting Location : Mumbai

Finish Location : Goa

#MEInvansion AVON Beauty Bus

AMPLIFY

1 2 3 4

We invite 30 curated The audiences will AVON Beauty Bus will We finish at Goa, to
influencers, bloggers gather in Bombay and travel from Bombay view the sunset and
and celebs to join start to party in the and finish in Goa. The close the #MECult
#MEInvansion bus, live on IG audiences post it on campaign
socmed to viral the
event
Timeline

Jul Aug Sep Oct Nov Dec

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Pre-order AVON Makeover
product page Box

Convention of
AVON The Creator
#MECult

9 Days
Makeup Sponsored Editorial AVON Beauty Bus
Challenge

Digital
Announce
Thank You