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
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.
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
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
