CASE STUDY: Avon receives a Marie Claire make-over
Provided by Time Inc. UK
Avon's marketing objectives were achieved with IPC Media through a solus creative partnership, giving great brand attitude
What was the Challenge / Background of the Campaign?
Avon's key objective was to disassociate themselves from their mumsy and old fashioned image, to establish themselves as fashionable and relevant, and to become a brand that consumers are proud to own. Avon sought to develop a long-term media partnership to drive their image forward. Marie Claire has a strong heritage and reaches a massive 1 million fashion conscious women, so was the perfect partner for Avon's campaign.
What was the Campaign Objective?
It was crucial for the Avon creative campaign to achieve the following: 1)Creative standout. 2) Engagement with readers. 3) Recruitment of new users to the Avon brand. 4) Repositioning as a more modern and fashionable brand.
What was the Solution?
IPC Creative Solutions developed a two stage creative campaign for Avon In Marie Claire. The soul activity launched with an impactful sealed section, followed by a series of advertorials over a 6 month period. The Avon creative campaign become an integral part of the beauty section.
What were the Results?
IPC Insight commissioned GfK NOP Media to undertake a two stage research project amongst readers of Marie Claire, using IPC's own customer database. The research demonstrated the Avon campaign in Marie Claire achieved: 1) High standout - Nearly half of readers recognised the de-branded creative. 2) Strong brand attribution - 1 in 3 identified the feature as an Avon campaign. 3) Positive shift in brand perception: Less likely to be seen as for the older generation and having an outdated image. 4) Engagement with readers - 76% found the advertorials useful and informative.
What were the Key Learnings of this Campaign?
IPC pitched a strategic concept that worked hard in terms of its understanding and interpretation of our objectives and its creative approach. The concept promised a clever mix of standout and a seamless fit & interaction through the beauty panel, and that's exactly what we got. With business though, it's all about the results and Marie Claire have delivered great results too, as the research they commissioned attests to. A fantastic campaign, delivered by a highly professional team who we feel have worked with us in a truly collaborative way" Andy Watts, Executive Director