Challenge: Increasing the visibility of Avon Gift Sets before Christmas

Avon, the iconic beauty brand known for its diverse range of makeup, skincare, and fragrances, approached us to boost the visibility of its Gift Sets in Italy. Our primary goal was to drive awareness and spark interest in these products ahead of the holiday season. To achieve this, we promoted three curated sets: the Makeup Set, the Skincare Set, and the Avon Fragrance Set.

Strategy: Influencer Marketing on TikTok to Drive Engagement and Reach

We executed an influencer marketing strategy focused on delivering authentic, high-quality content, primarily on TikTok. To bring this to life, we carefully selected 75 nano influencers from our trnd.it community — engaged women over 18 with an active beauty routine and a strong presence on the platform.

We segmented the influencers into three groups based on their consumer profiles. The Makeup group included women who regularly used lipsticks and lip liners in their daily routines. The Skincare group featured individuals who consistently incorporated day and night creams, serums, and eye contour treatments. Lastly, the Fragrance group consisted of frequent perfume users who typically purchased scents priced above 30 euros.

Each influencer received an Avon Gift Set curated for their specific category and showcased their experience through engaging social media content.

Results: +2.7M Impressions and High Engagement Levels

The campaign achieved remarkable visibility and engagement, generating over 363K organic impressions from 148 pieces of content shared on TikTok and Instagram. To amplify reach, we identified the top-performing content and boosted it with TikTok Ads, driving an additional 1,7M impressions. In total, 92 pieces of UGC  were published on TikTok, accumulating over 1,9M views on the platform.

Beyond reach metrics, the campaign drove exceptionally positive product perception. An impressive 97.4% of participants said they would recommend Avon Gift Sets to friends and family, while 84.6% expressed interest in purchasing the product after the campaign. Additionally, the sets received an outstanding average rating of 9.3/10 from participants.

Conclusion: A Success in Awareness and Conversion

Thanks to a well-targeted influencer marketing strategy and the power of TikTok, the campaign drove strong visibility and a significant boost in purchase intent. Avon Gift Sets positioned themselves as a desirable holiday gift choice, further solidifying the brand’s presence in the beauty market.