Branded Content

Case study: Avon boosts message association and purchase intent


Avon partnered with HuffPost to create a beauty industry web series produced by women, for women

The leading beauty company's campaign objectives were to increase brand favorability, differentiate themselves in a crowded market and to drive purchase intent in Brazil.

Campaign: Beauty Unfiltered
Region: Brazil
Key Solutions: Customized content marketing, native and programmatic advertising

Avon differentiated itself in a crowded marketplace by partnering with Verizon Media to create a content platform to talk about key subjects. The brand promoted dialogue and encouraged debate around important cultural topics such as women empowerment and diversity. Used Verizon Media unique data signals and a mix of editorial formats to reach and engage target consumers on HuffPost and MSN. The content fostered real discussions amongst women that heightened brand love, favorability and resulted in a dramatic increase in purchase intent.

Through their "Beauty Unfiltered" campaign, Avon wanted to change how the world talks about beauty and celebrate how everyone is beautiful in their own way. Harnessing Verizon Media's unique data, content and editorial formats on HuffPost and MSN, consumer engagement rose dramatically along with purchase intent.

Campaign results:

  • 38% (5x benchmark) lift in message association
  • 123% (14x higher than benchmark) lift in purchase intent

The Avon "Beauty Unfiltered" campaign is a 2018 Brandblazers program winner, celebrated for its innovative, consumer-first and cross-screen approach to digital advertising. This campaign exemplifies Verizon Media Brand Advertising Intelligence by combining the art of branding and the science of data to help partners like Avon build stronger relationships with their customers.

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