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.

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 Oath'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 Oath 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.