Campaigns: Beauty - Ding dong - 'Avon lady' calls

Campaign: Launch of Avon's representative advertising campaign
Client: Avon
PR team: Rain Communications UK
Timescale: March-April 2008
Budget: £6,400

In March this year Avon was due to launch two new advertising campaigns, the first TV advertised recruitment drive since the 1960s. The first campaign was a product launch featuring Hollywood A-lister Reese Witherspoon, and the second was a drive to recruit new Avon representatives.

Objectives

- To use the new advertising campaign as a hook to celebrate the success of Avon

- To achieve widespread media coverage

- To raise customer awareness.

Strategy and plan

The Avon representative recruitment drive was the key focus. The team researched the 1960s Avon recruitment drive and put together pictures and details of the original campaign.

The team emphasised Avon's good performance during the credit crisis. Materials included one-to-one briefings with Avon's UK president, Anna Segatti, and 'a day in the life of an Avon lady' features.

Measurement and evaluation

A total of 76 pieces of coverage were generated in national, regional, broadcast, online and trade media. The advertising equivalent value for the campaign amounted to £191,355.

Results

A six per cent increase in revenues was recorded by Avon during the campaign period.

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