MICRO INFLUENCERS
Case Study
MOON CAMPAIGN
In September 2023, Avon introduced its new Far Away perfume line to the market. To boost awareness of the Far Away Beyond the Moon perfume and lotion, a promotional campaign was launched targeting consumers in the Czech and Slovak markets. The campaign leveraged real product experiences and created a buzz on social media platforms.
Activation of Micro Influencers
A key strategy was the engagement of 100 micro influencers, specifically female, who were enthusiastic about becoming Avon ambassadors. These influencers were selected based on their age, the professional appearance of their profiles, and their active engagement within their networks on Instagram and TikTok. The focus was on influencers who could authentically integrate Avon’s new perfume into their content and share their experiences with their enthusiastic communities.
Key Learnings and Results
After a two-week period dedicated to product education and personal experience, 99% of the participants reported that they would recommend the perfume to others. This endorsement was not only shared through online platforms but also in offline conversations, enhancing word-of-mouth impact.
Throughout September, the campaign generated significant online engagement, resulting in the publication of nearly 300 pieces of social media content. This included TikTok videos, Instagram stories, and Reels, all of which helped to substantially increase the visibility of the Far Away Beyond the Moon line.
Offline Reach
Online Reach
USP Approval
%