Brief
Every year Avon Bulgaria has to connect with various influencers to promote their products. Yet, these influencers have partnership deals with a number of competing brands. In this way, influencers become detached from Avon’s products. Influencers are used merely as a media channel.
We had to figure out how to cooperate with influencers in the long run.
Idea
Guided by Avon’s offline model (MLM Marketing) we decided to implement it into a digital environment. People who follow influencers want to be like them and aspire to their lifestyle. Often, among the followers, lies the next wave of macro-influencers.
Execution
We built long-term partnerships with current macro-influencers and built a network around them. We set them with the task to create their own team of micro-influencers to whom they would help by sharing knowledge and skills in influencer marketing.
So, from people who are paid per post, we turned them into mentors with a cause. They still promoted Avon’s products, attended Avon’s events and served as brand ambassadors for 6 months, but this time, with a whole different perspective.
Results
We created a brand new communications network that is emotionally connected with our brand in the long-term. A whole network that lives and breathes on its own.
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creative director: angel iskrev
creative lead & graphic designer: lilia gateva
junior copywriter: asya maradjiyska
account director: sanya stefanova
account assistant: rositsa boeva
client service director: sava ahmakov
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