Avon beauty has been a household name for over nearly one hundred years—not just for its quality beauty and home products, but also for the start of a unique career experience for women. Selling for Avon. With a partnership spanning nearly a decade, The Media Image knew it was time to up the anti for Avon’s lead generation campaigns.
The Media Image’s primary objective for this campaign was to generate high-quality leads for Avon’s Recruitment/Ambassador program by encouraging individuals to sign up as representatives through an unconventional platform—TikTok. These recruits would not only advocate for Avon’s beauty products but also leverage their social platforms and personal influence to drive awareness and sales.
This approach differed from all historical strategies by Avon and competitor strategies by tapping into the world of TikTok and lead generation campaigns. This strategy aimed to tap into the power of social influence to drive significant growth in Avon’s direct sales leads, while speaking to TikTok users in their language, entertaining videos.
The shift to TikTok for lead generation over longer-established and more stabilized Meta represented an unconventional business pivot for an organization with a deep history of success, with many reasons not to embrace the risk. The pivot was designed to capitalize on already successful social media campaigns by reaching a new and diverse audience. To achieve the objective, Avon initiated a TikTok lead generation campaign to explore the platform's potential for recruitment efforts. The strategy focused on audience segmentation, creative testing, and continuous optimization to drive the best possible outcomes. Initially, the campaign tested a variety of audience segments, including interest-based groups engaging with employment-related keywords and hashtags, as well as college-focused content. Lookalike audiences were also targeted, such as active social engagers and individuals who had interacted with Avon-related content, in addition to broader, less refined segments to gather insights about potential behaviors that aligned with Avon’s ideal representative profile.
As the campaign progressed, the targeting strategy was refined based on performance data. Three key audience groups emerged:
With these audience segments sharpened and refined by a data-driven testing process, critical insights were gaining to drive media efficiency in ensuring that the right content reached the right people, thereby improving the quality of leads generated.
Simultaneously, creative testing played a crucial role in ensuring that the content resonated with the targeted audience. A variety of creative assets were launched, including product-focused videos, user-generated content (UGC), and unboxing experiences. These assets were continuously optimized based on performance trends and engagement metrics. Regular creative refreshes kept the campaign fresh and engaging. Additionally, the creatives were tailored to align with specific audience behaviors, further enhancing relevance and engagement. Through these iterative improvements, the creative approach was refined to emphasize the unique benefits of becoming an Avon Ambassador, motivating prospects to sign up.
As data and insights were gathered, the strategy was adapted. Audience targeting became even deeper and more precise, and budget allocation was optimized to ensure the most cost-effective acquisition of leads and contracts. Strategic pivots, such as adjusting creative messaging and refining targeting, were implemented to enhance overall performance. This focus on continuous optimization allowed Avon to maximize return on investment while maintaining efficiency.
This unique platform-objective driven approach--really a fundamental program pivot of a very established brand--drove eye-popping performance figures against historical benchmarks in a long-term sustainable way:
(Between Phase Strategic Adjustments, data sharpening into 3 specific audience segments)
(Further refinement of audiences, messaging and optimizations)
(Further KPI evolution, audience targeting, program development, optimizations)
The long term sustainable and sequential performance lift shows a full lead acqusition program transformation, where the orginal busines pivot and strategy had entirely redefined what success should look like moving forward. Overall, the campaign demonstrated a significant reduction in costs while greatly increasing leads and contracts, proving TikTok’s effectiveness as an excellent channel for Avon’s lead acquisition and recruitment efforts. The ongoing optimizations and creative testing led to notable improvements in performance and cost efficiency, solidifying Avon’s competitive position in the beauty industry.
