To get women from a wider age range to consider or re-consider Avon as a makeup brand.
To shift brand and product quality perceptions and inspire relevancy with young, modern women.
To increase awareness, consideration and purchase of Avon through social media and digital platforms.
To encourage women to search for a representative in their area.
Consumers' perceptions of the brand were that it was a dated, irrelevant brand to them. So we knew we had to create a film that no one would expect from Avon. It had to feel young, fresh, edgy and also risky.
Avon's make-up consistently out-performs other more expensive make up brands such as Mac and Benefit in blind tests. The company knows this but consumers don't.
So we thought we'd prove the quality and performance of Avon by sending them to the toughest audience there is…makeup vloggers.
We know that beauty vloggers are not only helping to democratise the beauty industry but are increasingly trusted by consumers for their authentic and honest opinions. With over 50% of all beauty shoppers watching a video on YouTube while shopping for beauty products* it was a channel we needed to embrace. And amongst young viewers we know that 63% are more likely to buy a product endorsed by a YouTube star** so it was important to get them to become genuine advocates.
So we sent three well-known makeup vloggers a mystery box full of nine unbranded hero products including foundation, mascara, eyeliner and eyeshadow. The box lid intriguingly only had 'Make Up Your Own Mind' printed on it. We filmed their genuine, unscripted reactions as they applied each product in turn to create a unique look. As a finale, we then filmed their honest reactions as they opened a card in the bottom of the box to reveal that they had just tried Avon.
The final frame then asks the viewer to shop online or find an Avon rep in their area so they can try the products for themselves and make up their own mind.
We created a 30" spot which was posted on all of Avon's social channels and a longer more detailed 60" edit for YouTube. We also created three separate 30" edits featuring each vlogger's reactions in more detail and a range of 6" Vines to drive to watch the film. Most importantly, as part of their contracts the vloggers also had to edit their own 5" version and post it on their channels as well as post extra tweets and instagrams to drive people to watch it. This meant we could reach out to over 642,000 of their loyal fans. So on a limited budget we managed to create a suite of content that reached much further than one online film posted from just Avon.
What made this so unique was the fact that no one has ever completed a blind test with make-up vloggers before. It proved to be the perfect way to demonstrate the quality of Avon in a completely unbiased and trustworthy way.
It was a fun and fresh film that did not feel like any other makeup brand and actually prompted women to consider giving Avon a try.
(Sources: *Defy Acumen report, ** Google study)
The 30" film posted on Avon's social channels has received a total of over 3 million views.
The total views of the 30" film + 60" film + vloggers edits = over 5 million views.
Engagement rate of 30" film = 0.75% (7,815 Likes, 4,115 shares + 753 comments + 9,732 click throughs from YouTube, Facebook and Twitter).
20.8% view through rate compared to 16.3% on the previous campaign film posted by Avon.
The campaign has so far resulted in an uplift in sales of 5.4% vs what was predicted. (This prediction already included an uplift for the advertising)
The campaign has also driven an uplift in the total number of people wanting to become a representative +5.3% vs expectation.
The campaign has generated a 34% increase in people finding a rep in their area. This is a key indicator of increase in consideration as you have to find a local rep if you want order through the brochure or get free delivery from them if you order online.
There was a 99.9% increase in search impressions from the start to end of October.
There was a 75.2% increase in clicks through search from the start to end of October.
