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AVON digital campaign ideas

AVON digital campaign ideas. About us. Zavod BBDO is full-service advertising agency covering Baltic States Zavod BBDO is founded in 1994. In 1994 we joined global BBDO advertising agency corporation. We are one of the founders of Estonian Advertising Agencies Union

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AVON digital campaign ideas

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  1. AVON digital campaign ideas

  2. About us • Zavod BBDO is full-service advertising agency covering Baltic States • Zavod BBDO is founded in 1994. • In 1994 we joined global BBDO advertising agency corporation. • We are one of the founders of Estonian Advertising Agencies Union • Today we offer job for 18 people. • In 2011 we launched first in Estonia neuromarketing to plan better and make better ads. • In 2011-2012 we won several local and international competitions: Snickers, Mars, Twix, Bounty, Pedigree, Sheba, Whiskas, Wõro, Wiru Õlu, Seesam, Tehnilise Järelvalve Amet, Eesti Haigekassa, Maksuamet, Päästeamet etc. • In 2012 we launched new media agency FUTU, that offers innovative solutions for social and digital media. • In 2013 we won new clients as ETK, Olivia, Techincal Universty of Tallinn, EAS. • We are on of the most experienced and awarded agencies in Estonia. • BBDO is voted as advertising agency nr. 1. at Cannes advertising agency festival 2007/2008/2009/2010/2011

  3. Our key clients

  4. Internet Marketing Experience • PepsiCo – Pepsi, Lays • Baltic Ticket Holding – piletilevi.ee, bilesuserviss.lv, bilietupasaulis.lt • MARS – Snickers, Whiskas • Kanal 2 – Estonian biggest commercial TV Channel • Pöff – Biggest Northern Europe leading film festival • The Estonian Open Air museum

  5. CAMPAIGN OBJECTIVE … … to hire 3000 new AVONrepresentatives in 2014 in Baltic States.

  6. 1. TARGET GROUP – WOMEN AGE 25-35

  7. 2. TARGET GROUP – YOUNG MOTHERS

  8. 3. TARGET GROUP – ELDER LADIES 60+

  9. CAMPAING MESSAGES WE TALK TO EACH TARGETGROUP IN THEIR LANGUAGE

  10. Campaign channels • Facebook • Drugiem.lv • Google Adwords • Buduaar.ee • Perekool.ee

  11. IDEAS FOR DIGITAL CAMPAIGNS

  12. Women age 25 - 35 TURN YOUR HOBBY INTO A JOB! Facebook/Drugiem campaign integrated into fanpage

  13. What are we willing to say? • You are spending at least 0.5 – 1 hour a day to make yourself beautiful – to be precise, it’s your hobby • Not having daily job is not what you should be shamed of, you can turn your hobby into your new business/job • Having enough free time, it’s wonderful to turn your hobby profitable • Avon could be your monthly income • You can say proudly “My new hobby is Avon!”

  14. Visual representation A banner is shown between organic Facebook posts.

  15. Visual representation Designed pagetab to get users attention.

  16. Visual representation Game is offered for a user

  17. Visual representation

  18. Visual representation User agrees to share its friendlist with the campaign application.

  19. Visual representation

  20. Facebook/Drugiem campaign use case • User notices a teasing phrase „Turn your hobby into a job!“ with relevant picture as Facebook banner between other posts. • User clicks on a banner and will be directed into a landigpage. Landingpage is located under Avon Fanpage as separate pagetab. • Pagetab contains the same teasing text and list of different hobbies there, which user can choose from. • After completing the hobbies list a result will be shown – „Your hobby can be turned into a job! Avon has job for you“ and a button appears questioning user „Click here to see how much you can earn!“ • User female friendlist will be provided with the total sum of money to be earn within next year. • Apply to become Avons representative here – goes to Avon landing page and starts filling the job application form.

  21. Facebook Campaign TURN YOUR HOBBY INTO A JOB? Step 1: TO GET ATTENTION  • CHOOSE YOUR HOBBIES! • FASHION 6. CULTURE • PRIVATE PARTYS 7. TRAVELLING • TENNIS 8. FINE ART • RUNNING 9. PHOTOGRAPHY • SWIMMING 10. MEETING FRIENDS • RESULT: YOUR NEW HOBBY COULD BE AVON. Step 2: GAME INTERACTION (AVON FB PAGE)  Step 3: GAME RESULT  Step 4: MONEY  CLICK HERE! WITH YOUR NEW HOBBY YOU COULD EARN …. € Step 5: MOTIVATION / POTENTIAL CLIENTBASE  HERE IS YOUR CLIENTBASE. START NOW! Step 6: SAY YES TO AVON  BECOME A REPRESENTATIVE

  22. Facebook Campaign

  23. Women age 25 - 35 SALES DIRECTOR WANTED! AVON DEPARTMENT STORE Facebook/Drugiem campaign integrated into fanpage

  24. What are we willing to say? • We have big department store of beauty products • We are looking for sales director who can choose her clients, work out her own sales objectives and sales techniques. • Hire her own sales team. • Make a career in worldwide known international company.

  25. Facebook/Drugiem campaign use case • User notices a teasing phrase „Sales Director Wanted!“ with relevant picture as Facebook banner between other posts. • User clicks on a banner and will be directed into a landigpage. Landingpage is located under Avon Fanpage as separate pagetab. • Pagetab contains the same teasing text and list of different hobbies there, which user can choose from. • After answering some questions the result will be shown – „Welcome to our team. You are going to be a perfect sales director in Avon“ • User female friendlist will be provided with the total sum of money to be earn within next year. • Apply to become Avons representative here – goes to Avon landing page and starts filling the job application form.

  26. Facebook Campaign SALES DIRECTOR WANTED? Step 1: TO GET ATTENTION  • CHOOSE YOUR CHARACTERISTICS! • FRIENDLY • OPEN MINDED • INTERESTED IN BEAUTY PRODUCTS • LIKE TO MEET NEW PEOPLE • WANT TO MAKE A CAREER • RESULT: WELCOME TO OUR TEAM, YOU ARE HIRED. Step 2: GAME INTERACTION (AVON FB PAGE)  Step 3: GAME RESULT  Step 4: MONEY  CLICK HERE TO SEE HOW MUCH YOU CAN EARN. Step 5: MOTIVATION / POTENTIAL CLIENTBASE  HERE IS YOUR CLIENTBASE. START NOW! Step 6: SAY YES TO AVON  BECOME A REPRESENTATIVE

  27. Women age 25 - 35 HOW MUCH DO YOU SPEND FOR BEING BEAUTIFUL? Facebook/Drugiem campaign integrated into fanpage

  28. What are we willing to say? • We are pushing women to think how much money they spend on different beauty products and procedures • That money they are spending can be turned into profit or every day salary • Avon will be opportunity to spoil yourself with nice things

  29. Facebook/Drugiem campaign use case • User notices a teasing phrase „How much you spend for being beautiful!“ with relevant picture as Facebook banner between other posts. • User clicks on a banner and will be directed into a landigpage. Landingpage is located under Avon Fanpage as separate pagetab. • Pagetab contains the same teasing text and a list with beauty product categories with possibility to insert expenses. User fills expenses into form and clicks on calculate expenses. • After that a messagebox says, that all this money that user is spending can be turned into profit. User also will be asked to see the amount of profit to be earned within next year. • After clicking on a button show my profit. User female friendlist will be provided with the total sum of money to be earn within next year. • Apply to become Avons representative here – goes to Avon landing page and starts filling the job application form.

  30. Facebook Campaign HOW MUCH YOU SPEND ON BEING BEAUTIFUL IN MONTH? Step 1: TO GET ATTENTION  • HAIR …… € • MAKE UP …… € • SKIN …… € • PERFUMES …… € • BEAUTY SALON …… € • RESULT 130 € Step 2: GAME INTERACTION (AVON FB PAGE)  Step 3: GAME RESULT  Step 4: MONEY Instead spending, you could make money on it.  Step 5: MOTIVATION / POTENTIAL CLIENTBASE HERE IS YOUR CLIENTBASE. START NOW!  Step 6: SAY YES TO AVON BECOME A REPRESENTATIVE 

  31. Women age 25 - 35 TEST, CAN YOU AFFORD IT? Facebook/Drugiem campaign integrated into fanpage

  32. What are we willing to say? • Every woman desires very many different things • Nice vacations or exotic places she hasn’t visited before • High fashion clothes and accessories • SPA and beauty salon treatments • Expensive hobbies • Etc. • We are saying, that all those dreams can come true • The keyword is becoming AVON representative

  33. Facebook/Drugiem campaign use case • User notices a teasing phrase „Test, can you afford it!“ with relevant picture as Facebook banner between other posts. • User clicks on a banner and will be directed into a landigpage. Landingpage is located under Avon Fanpage as separate pagetab. • Pagetab contains the same teasing text and a form where user can enter your monthly salary. After that a list of products as „vacation to Bahamas“, „Aldo Järvsoo dress “, „Louis Vuitton handbag“ is shown. User chooses products and clicks on a button „Can you afford it?“. • When salary is bigger than total cost of products a message will be shown that user has everything – „you’re a luckyone, you can afford it!“. If salary is lower than total cost of chosen products a message will be shown that user cannot afford it and could get AVON beauty consultant job to afford it. • User also will be asked to see the amount of profit to be earned within next year. • After clicking on a button show my profit. User female friendlist will be provided with the total sum of money to be earn within next year. • User also sees a message „Apply to become Avons representative here“. User clicks on a button and will be directed to Avon website and starts filling the job application form.

  34. Facebook Campaign CAN YOU AFFORD IT? Step 1: TO GET ATTENTION  TEST, CAN YOU AFFORD IT! 1. HOLIDAY IN BAHAMAS 2. BEAUTY SALON VISIT EVERY MONTH 3. ALDO JÄRVSOO EVENING DRESS 4. TENNIS EVERY WEEK 5. LOUIS VITTON HANDBAG ENTER YOUR SALARY ….. Step 2: GAME INTERACTION (AVON FB PAGE)  Step 3: GAME RESULT  Step 4: MONEY  HERE IS THE WAY TO MAKE ALL YOUR DREAMS COME TRUE. Step 5: MOTIVATION / POTENTIAL CLIENTBASE  HERE IS YOUR CLIENTBASE. START NOW! Step 6: SAY YES TO AVON  BECOME A REPRESENTATIVE

  35. YOUNG MOTHERS TURN YOUR FREE TIME INTO BUSINESS! Facebook/Drugiem banner

  36. YOUNG MOTHERS What we are willing to say? • If you are having free time after child birth, Avon can be your profitable entertainment • Good and useful reason to meet your friends

  37. Facebook/Drugiem campaign use case • User notices a teasing phrase „Turn your free time into business!“ with relevant picture as Facebook banner between other posts. • User clicks on a banner and will be directed into a Avon landingpage.

  38. Facebook Campaign YOU DON’T KNOW WHAT TO DO WITH YOUR FREE TIME? Step 1: TO GET ATTENTION  Step 2: MONEY YOU COULD TURN YOUR FREE TIME INTO PROFITABLE BUSINESS  Step 3: MOTIVATION / POTENTIAL CLIENTBASE HERE IS YOUR CLIENTBASE. START NOW!  Step 4: SAY YES TO AVON BECOME A REPRESENTATIVE 

  39. ELDER LADIES WANT TO EARN EXTRA TO YOUR PENSION? Facebook/Drugiem banner

  40. ELDER LADIES 60+ What we are willing to say? • Opportunity to earn extra money for travelling, for grandchildren or spending for yourself • You are never lonely, there is always reason to meet your friends

  41. Facebook/Drugiem campaign use case • User notices a teasing phrase „Want to earn extra to your pension!“ with relevant picture as Facebook banner between other posts. • User clicks on a banner and will be directed into a Avon landingpage.

  42. Facebook Campaign NEED EXTRA TO YOUR PENSION? Step 1: TO GET ATTENTION  Step 2: MONEY YOU COULD TURN YOUR FREE TIME INTO PROFITABLE BUSINESS  Step 3: MOTIVATION / POTENTIAL CLIENTBASE HERE IS YOUR CLIENTBASE. START NOW!  Step 4: SAY YES TO AVON BECOME A REPRESENTATIVE 

  43. Cost estimate for one country Campaign idea and visuals for one idea 1500-2000 € FB campaign APP 2000-3000 €Social media costs in month 1500-2000 € Adapting to different country 1000 €

  44. Thank you! Kristi KampProject Manager+3725270541kristi@zavod.ee

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