Our agency recently had the honor of partnering with Oriflame, a globally renowned brand with a presence in over 60 countries. The task at hand was no easy feat-- to launch and advertise their new line of WAUNT products specifically targeted towards the female Gen Z audience in Armenia. The challenge lay in the fact that the Gen Z market was already dominated by a longstanding competitor, K Beauty. We were given just two months to come up with a strategy that would set the WAUNT products apart and make them the go-to choice for the discerning Gen Z consumer. Our objective was to highlight the unique selling points of the WAUNT line, which included being natural, vegan, and cruelty-free, all while maintaining the high standards of Swedish skincare.
Additionally, the objective of the campaign was to specifically target and engage with the female Gen Z population in Armenia. The overarching message conveyed by the campaign was "The choice is mine to make," which aimed to promote an emerging and empowering form of thought among young women in the country. Armenia, like many societies, has traditionally placed women in rigidly defined roles and expectations. However, the campaign sought to challenge these stereotypes and empower young women to embrace their individuality, aspirations, and the freedom to make their own choices. By promoting the idea that "The choice is mine to make," we aimed to empower young women and embrace their potential and celebrates their individuality.
We needed to reach out to the female Gen Z audience in a way that was both relatable and engaging. To achieve this, we decided to collaborate with some of the most popular Armenian Gen Z TikTokers. These influencers were not only successful in their work lives but also had a massive following (and most were young women). We worked with the most popular sound creator in the country, the most popular dance creator, and Tiktok influencers that would create and share the trending dance and sound. This strategy proved to be a game-changer, and we were able to successfully launch and promote the WAUNT line, winning over the hearts and minds of the Gen Z audience. Also, our video campaign featured relatable and diverse Gen Z individuals from different walks of life, highlighting how they incorporated WAUNT into their daily routines.
Through market research, we discovered that the female Gen Z audience had a keen interest in Korean pop culture, which made K Beauty products particularly popular in this demographic. We dug deep into the lifestyle habits and preferences of the Gen Z audience in Armenia. We researched everything from their fashion choices, and favorite hangout spots, to the stickers they placed on their laptops. By doing so, we were able to create a comprehensive understanding of what makes this audience tick. Our approach to the marketing campaign was to create a completely different visual identity and brand message through relatable scenes that depicted the places Gen Z "lives" and the things they are most interested in. We knew that to effectively connect with this audience, we had to be authentic, and our campaign had to reflect their interests and values. We decided to leverage social media platforms such as TikTok and Instagram.
Our marketing campaign for the Oriflame WAUNT product line in Armenia was a resounding success, achieving impressive results that exceeded our goals and expectations. With a target audience of just 20% of the 2.7 million population, we were able to reach over 500,000 people through our campaign, which ran for just two months. We achieved over 2 million impressions during this period, resulting in a 200% increase in sales. All the WAUNT products were sold out in Armenia.
The campaign effectively conveyed the empowering message of "The choice is mine to make," resonating with the aspirations and desires of young women in Armenia. It successfully impacted the female Gen Z audience in Armenia by empowering them with the message that they have the power to make their own choices. It captured their attention, generated significant impressions, and resulted in a substantial increase in product sales. Through this campaign, we effectively contributed to challenging traditional gender roles and empowering young women to embrace their individuality, dreams, and aspirations. Furthermore, we realized that women do in fact want more themselves that what was set out for them in that society.
