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Raluca kisescu avon
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Raluca kisescu avon

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  • 1. Consumers, dancing partners for the brands Raluca Ki escușRaluca Ki escuș DJ on the dancefloor
  • 2. Customers Playlist 1.Music 2.Dance floor 3.Rhythm 4.Discoball
  • 3. 1. Music – Why would they dance with us? • Dominant market leader for 10+ years, highest beauty image index in the region (CE) • Brand perceived highly innovative, fresh and modern • High market penetration and coverage: 8 out of 10 women buy Avon* * IPSOS consumer research, 2013
  • 4. 1. Music – Why would Avon dance? • While implementing a global brand communication campaign , Avon Romania wanted to dance more… • With a high Customer base (7+ million) and high loyalty percentages (62% loyal users) • Integrating global message to local culture (glocalization) and perception (higher image driven brand) was a way to differentiate • and make Customers your dance partners
  • 5. 1. Music – How would Avon dance? I like to party 2005-2006 Avon gives you a like 2012 Avon gives you a like 2.0 2013 Avon Beauty Dance 2014
  • 6. 1. The History of Music • Local Store /Brochure Advertising was used as Customer drive first time in 2005- 2006 and it was considered a starting point of investment in 2012. • Second time Store Advertising release, 2 waves: • 2012 “Avon gives you a like” campaign – 5 TVCs • Results: Double Customer performance KPIs – Volume and spend • 2013 “Avon gives you a like 2.0” campaign -- 3 new TVCs. • Results: Increased Customer spend, Avon ranked #13 most innovative 50 brands in Romania, #1 in cosmetics
  • 7. 2. Dance floor: I like to party (everybody does) • Avon communication/media platform is designed to support specific products, based on the global recommendation. • We have identified the need to have an AVON ongoing advertising campaign to support the monthly release of a new Avon brochure (the Avon shop). • We made the launch of each new Avon brochure to become a women’s celebration moment. • It’s a moment of self indulgence, a moment of joy, worth partying! Every month! It ‘s engaging, it’s fun, it’s dedicated to women. It’s their day! 2005 - 20062005 - 2006
  • 8. 2. Dance floor: I like to party results The dancers
  • 9. -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 2004 2005 # Customers vs PY 2. Dance floor: I like to party results Results
  • 10. 3. Rhythm of the 2012: AVON gives you a LIKE From I like to party to AVON GIVES YOU A LIKE
  • 11. 3. Rhythm of the 2012: AVON gives you a LIKE • From a young customer profile to a more mature woman. • For the last 15 years, AVON has grown to know the Real Woman: what she likes, the way she acts, what makes her happy, what makes her sad, her hidden desires. • AVON knows when all the masks come off and you’re simply yourself. AVON likes you the way you are!
  • 12. 3. Rhythm of the 2012: AVON gives you a LIKE Communication • AVON gives YOU a LIKE! • Brands are chasing for your LIKE on Facebook. • We shift the view: AVON gives YOU a LIKE! On Facebook and in real life. • AVON LIKES YOU when you’re confident, sexy, bold, resourceful self-sufficient, or funny. When you’re real.
  • 13. 3. Rhythm of the 2012: AVON gives you a LIKE
  • 14. 3. Rhythm of the 2012: AVON gives you a LIKE TV campaign • Target: 25 - 35, professional, affluent, socially connected, trendy & profitable audience. • Project scope: 5 brochure spots supporting 3 core categories (Fragrance, Skin Care, Color) & 2 seasonal (X-mas & sale). • Latino band singing “I like it like that”.
  • 15. 3. Rhythm of the 2012: AVON gives you a LIKE TV campaign ROLLERBLADING / AVON FRAGRANCE TVC, 30’’ THE SEXY BIKER / AVON MAKE-UP TVC, 30’’ THE BEDROOM BATTLE / AVON SKINCARE TVC, 30’’ THE SALSA DANCER / AVON SALE TVC, 30’’ THE SEXY GIFT - AVON XMAS BROCHURE TVC, 30’’
  • 16. 3. Rhythm of the 2012: AVON gives you a LIKE Bloggers AVON + 180.000 people reached
  • 17. 3. Rhythm of the 2012: AVON gives you a LIKE Corporate PR Romania Libera Xmas Direct Mailing
  • 18. 3. Rhythm of the 2012: AVON gives you a LIKE Summer roadshow • 50 cities • Rep recruitment and reactivation • 8.000 new Reps
  • 19. 3. Rhythm of the 2013: AVON iti da LIKE 2.0. Live.Like.Love Strategy The ”Live.Like.Love” campaign is about living life to the fullest, experimenting, accepting dares and challenges, trying new sensations. We give the Like in groups this time. It is about a group, which allows for more liberties, makes the atmosphere much more intense, the actions much more adventurous and accounts for a bolder attitude.
  • 20. 3. Rhythm of the 2013: AVON iti da LIKE 2.0. Live.Like.Love
  • 21. 3. Rhythm of the 2013: AVON iti da LIKE 2.0. Live.Like.Love Advertising CATWALK / AVON TVC, 30’’ OFFICE / AVON TVC, 30’’ SHOP / AVON TVC, 30’’
  • 22. 3. Rhythm of the 2012 and 2013 - After party • We would like you to know that we had post campaign evaluation in both waves and pre- test of ads in 2013 • We tracked both Customer perception and actual Customer performance KPIs (80% purchase the same or more often and in the same or higher value vs PY) • We maintained leadership position and started to grow after a difficult 2011 • We managed to increase beauty attributes and Customers loyalty
  • 23. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014
  • 24. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Strategy Continue the glocalization Customer approach and capitalize on new digital era Develop the local digital campaign under the new global creative and communication direction of “You Make It Beautiful” keeping the same WOW effect on the brand as previously perceived by the audience. Objectives • More customers, more frequent purchases & more sales in both urban and rural areas. • More online sales on avon.ro, the newly launch e-commerce with a clear linkage between Rep& Customer
  • 25. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Insight • Cool, modern and easy access to the Avon products through its Representatives e-shops on avon.ro (launched October 2013) • Local celebrities included in the “dance” Creative proposals • You Make the Avon Beauty Dance & everybody is invited to join! • 4 viral movies – 3 on product, 1 on recruitment
  • 26. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 YOU MAKE THE AVON BEAUTY DANCE An updated version of a traditional dance, performed by all types of cool Romanian women, in the similar way with “Fetele de la Capalna” dance (Girls from Capalna - a wellknown popular dance in Romania), singing about the benefits of being part of the AVON world, creating worthy lifestyle for our target. An idea that goes well with the ethnic/ethno trend so popular at the moment.
  • 27. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Video content 3 target group videos 1 recruitment Celebrity presence E-commerce Buy your favourite look Luxe Modern Ethnic , Color Modern Ethnic etc. Field Events &Sales comm We take the concept of Beauty Dance in the field. Urban & rural go hand in hand
  • 28. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Ladies in blossom - with Loredana, 35+ , upper mass Customers We…offer affordable luxury You…turn into a diva!
  • 29. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Girl power - with Antonia, 20+, young Customers We…offer you colors and energy You…make your life colorful and energetic
  • 30. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Men will be men – with boyfriends chorus, 25+ women buying for men We…offer you products for your man You…make him love you more
  • 31. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Online • Connect all videos with avon.ro (e-commerce platform) • Add shoppable video, show products for each target group Online ads for each target groupFacebook appYoutube content and ads
  • 32. 4. Discoball: Avon Beauty Dance/Hora Frumusetii 2014 Dancers
  • 33. Let’s dance the way we feel in the beautiful country of Romania not in the magnificent headquarter office somewhere else Thank you!