AVON – ‘HELP FAITH FIND HER AD’ CAMPAIGN

We started working with Avon this Summer. Avon is of course the original social media brand. With over 5.8 million Avon ladies, working in over 120 countries their whole business is built on social relationships and conversations

What was the problem?
When the star of the first ever UK ‘ding dong’ AVON calling ad, Faith Heines, came to them to ask for help finding her ad, they really wanted to help but were faced with two problems. Firstly, how to make the search look and feel genuine and not just a PR stunt, and secondly, how to keep the brand feeling contemporary.

What was the idea?
Women working together to crack a problem.

How did it work?
We decided to make Faith herself the face of the campaign (rather than AVON) and used her memories of AVON, the shooting of the ad and how she felt at the time to start the conversation. We also wanted to tap into more contemporary issues, so we moved the conversation on to show how AVON began to challenge women’s role in society then and now, bringing in fresh content from current Avon representatives and consumers. We used contemporary technology as part of our campaign. Twitter & Facebook were at the crux of the campaign supported by traditional mainstream PR.

Where did the idea come from?
We had to find a way to make a tactical campaign tie in with our overall brand ambitions. It was important that we balanced the ‘old’ and ‘new’ AVON enabling people to talk about AVON the way they remembered it, whilst showing how AVON has evolved for modern times. Our use of media helped us strike the balance whilst generating fun, engaging content. And - you never know - we may help an old lady find her ad.