Campaign: Avon's Pass It On
PR team: Rain Communications/Avon's in-house team
Timescale: February-March 2012
Avon wanted to use International Women's Day on 8 March to raise awareness of its campaign against domestic violence and to maximise its relationship with 'beauty and empowerment' ambassador Alesha Dixon.
- To boost awareness of the campaign against domestic violence
- To highlight Dixon's role as ambassador
- To drive sales of the Avon Empowerment necklace.
STRATEGY AND PLAN
Women were encouraged to buy the necklace for a friend, with all proceeds going to charity partners Refuge and Women's Aid. The team set up interviews with Dixon and sent the necklace to relevant media and bloggers. Avon representatives were profiled in local media.
On 8 March, Dixon visited the National Domestic Violence Helpline.
Social media activity included a Twitter marathon and a Facebook competition.
MEASUREMENT AND EVALUATION
Interviews ran on Daybreak, Lorraine and Sky News. The campaign generated 83 pieces of coverage including You, Take A Break, More and the Daily Mail, Marie Claire and Cosmopolitan websites.
There was a 93 per cent rise in sales of the necklace compared with the first week of last year's Empowerment product.