In November and December 2023, Avon launched a campaign to increase awareness of its gift sets in the Czech and Slovak markets. The goal was to position these products as a top choice for holiday shoppers. The strategy focused on leveraging product experiences and a strong presence on social media to drive engagement and credibility.

Micro-Influencers as Brand Advocates

The campaign engaged 100 micro-influencers with active and professionally managed Instagram and TikTok profiles. Influencers were selected based on their audience engagement, alignment with Avon’s brand, and ability to create credible, authentic content. Before the launch, they participated in a product education program to ensure they could effectively communicate the key features and benefits of Avon’s gift sets.

Results

98% Advocacy Rate: Two weeks into the campaign, 98% of influencers stated they would recommend the gift sets, validating the impact of product education and engagement.

Content Generation: The influencers produced 260 pieces of social media content (TikTok videos, Instagram Stories, Reels), consistently showcasing the product and reaching a diverse audience.

Offline Impact: Positive sentiment generated online extended to offline conversations, amplifying the campaign through word-of-mouth.

Key Insights

The campaign demonstrated that micro-influencers can deliver strong results by combining high engagement with authentic communication. Their ability to produce diverse and high-quality content ensured visibility across platforms, while their established relationships with followers drove trust and credibility for the brand.